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3 Reason Why You Won’t Change And What To Do About It

We need to changeThe three reason why you won’t change and inevitably never get out of the hole you’re in.

1. You can’t admit to being wrong.

Usually not being able to change for the better comes down to one thing and one thing only, ego. Yup, you’re your own worst enemy when it comes to major business decisions. To change your organization into an innovative, growing, even thriving company you must take a long hard look at yourself and ask what’s holding you back.

When’s the last time you admitted to being wrong in front of your employees?
How well do you take feedback?
How well would your co-workers say you take feedback?

Are you usually right about everything around the office?
Are you too busy?(cliche answer) Is it you don’t want to let go of control?

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5 Tips for Effective LinkedIn Advertising

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1. Bid at the high end of the suggested bid range.
2. Continuously review and adjust your daily budget.
Make sure your daily budget supports your click goals.
ie) $10 per day at $2 per click = 5 clicks. $10 a day at $4 per click = 2 clicks.
Note: Wednesday is the highest traffic day on LinkedIn so adjust your budget and optimization accordingly.
3. Be leery of granular targeting.
Although it may seem counterintuitive, adding more criteria to a campaign severely limits your audience. Shoot for an audience size of 200,000 to 400,000.
a) Determine criteria
b) Create several campaigns with only one or two criteria
c) Carefully watch estimated audience numbers to see if they fall in the 200,000 to 400,000 range.
4. Pay attention to creative best practices.
a) Calls to action
b) Mention value-adds like white papers and free trials
c) Use legible images (50×50 is very small). If using words, make sure they can be read easily
5. Optimize
Shoot for CTR (click-through rates) of above .025%. LinkedIn rewards ads of this nature while a poor track record is difficult to bounce back from. If you develop a poor track record, start a brand new campaign. In order to hedge against the poor track record, create three or more ads, put two live, then swap the third one in for the poorest performing one at the end of the first week.
 

Pavel Datsyuk’s “Thoughts” on Stealth-Mode Business Strategy

Clients often ask the question of whether or not certain product features should be shared with the general public for fear of people copying them or defending against their tactics.

My usual response includes a quote from Eric Ries, author of The Lean Startup:

“A head start is rarely large enough to matter, and time spent in stealth mode-away from customers-is unlikely to provide a head start. The only way to win is to learn faster than anyone else.”

Sure, Pavel Datsyuk’s getting paid quite healthily to put these clips together for Reebok but just being willing to put this type of thing together shows a confidence in his ability to develop new shootout moves to add to his arsenal. Trying to keep these hidden and trying them only when no one’s watching would keep him focused on this one set. Instead, he’s letting everyone see and basically forcing himself to, as Eric Ries would suggest, learn faster than everyone else.

You can be sure he’ll have more to show this year and next. So should you and your business.

Darwinism of Business Strategy

Digital Darwinism

Your customers are changing. Your customers want more, they want different, they want new, the want fully-loaded, and the want minimalism. How will you adapt?

It’s easy to stay with the status quo. A wise person doesn’t rock the boat, the old adage goes. But that’s assuming the sea is calm of course. What if the sea has transformed into a turbulent hurricane and the only way to stay afloat is to rock the boat and embrace the waves?

Business isn’t getting less turbulent, you may think your organization is immune but when it comes time for layoffs, a horrible “I told you so” is going to be the last thing you remember from your obsolete job.

It’s survival of the fittest on a whole new level.

The only constant is change. You must adapt. You must cannibalize your own products. Steve Jobs said this. His rationale was that if you don’t cannibalize your own products your competitors will.

Your core ‘why’ may never change but you’re probably going to change everything else about your product/service offering. Why wait till the market forces you to change? Why not lead change?

Plan to innovate. Plan to get feedback on your innovation. Plan to measure what works and be willing to change the plan based on the feedback you receive.

The organizations that thrive in 2013 and beyond will have a determination to adapt. A willingness to change for the better. They will take calculated risks and understand that the riskiest place to be is standing still avoiding change.

(Photo Credit: Digital Darwinism: survival of the business)

4 Ways to Get Facebook Shares (Part 2 of 2)

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As an add-on to my last post entitled “Time to Reconsider What You’re Sharing on Facebook” , here are the four reasons people share Facebook content:

1. To Make Their Life Easier
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Here are two great examples of people posting with the intent of making some aspect of their life easier. Taron needs music for a soundtrack and Laura needs a goalie to play for her team. Each post also has an element of helping others *foreshadowing*…

2. To Build Relationships
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If a nice pic of three great friends doesn’t strengthen their relationship, I don’t know what does. Seriously, though.

3. To Help Others
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A nice music suggestion makes me happy. Thanks Danny.

4. To Craft Their Identity
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We’re constantly posting pictures of things we like (maybe more so on Pinterest and Instagram these days), talking about issues that concern us, and stating our opinions on the absurd amount of people complaining about the weather these days. Originally, Facebook was all about crafting your identity when it was focused around actually listing your favourite bands and movies. Now, the ability to craft your identity lies in individual posts and the pages you like.

Now these are examples of people posting content that achieves these goals. For a business, create and post content that makes people’s lives easier, helps people forge relationships with you and others, is extremely helpful, and helps people craft their identity while identifying with you. And, of course, as illustrated below, make sure these posts fall in line with what people love about you. Discover this and get posting 2-5 times a week!

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Back to Part 1 (Time to consider what you’re sharing on Facebook)…

 

Time to Reconsider What You’re Sharing on Facebook (Part 1 of 2)

SSHHFB

Sssshhhh! It’s time to acknowledge that the days of simply asking questions, sharing quips, and doing giveaways on your business’s Facebook page are over.

If you’ve continued to rely on these tactics, I’m sure you’ve noticed plateaus or stagnant engagement.
If you haven’t and things are still rolling smoothly, think of just how much more effective you could be with some smarter posting.
We all know it was Steve Jobs who said, “Stay Hungry. Stay Foolish.”
This is a case of staying hungry and looking for ways to constantly improve but staying intelligent while doing so.
Here’s how:

Screen Shot 2013-02-19 at 12.39.06 PM1. Discover what people love about you: Perhaps you already know exactly what people love about you. Perhaps you THINK you know what people love about you but it’s time to find out again. Even still, what people love about you in real life might not directly translate to what they like about you on Facebook. If there’s a disconnect, reel them back in to what’s truly great about your product or service by offering this info up in a way that adds value to them.

2. Recognize what people are likely to share: The average post is seen by 16% of those connected to your page. In order to increase this, you’re going to want to focus on the virality of your posts (shoot for 1-2% for post). Virality depends on people sharing your content. Pay close attention to what people have shared from your page in the past and focus on how your posts appear on the News Feed NOT on your own page. The News Feed is where people are most likely to see your post.

Part 2: The Four Main Reasons People Share and Like Facebook Content (via HooteSuite)

Professional Stock Photos-the we can make a mobile and a desktop website

9 Websites Brandon Built That Got To The Front Page of Google

@Brandon_wuThe other day going a bunch of websites that Brandon had built a while ago we started noticing something odd. Whenever we would Google the obvious search terms that a website should be ranking for they turned out to not only rank but usually rank within the top 3.

And yes I checked the actually universal search terms not just the Google results on my laptop. Any time you Google something it’s customized based on your past search, location, and activity on Google+. For a true search you must turn off personalization.

Here are some examples:

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17 Lessons (Quotes) on Strategy, Leadership, and Advertising

These quotes were found in eight different, wonderful books.

Books-on-Strategy,-leadership-and-advertising

Killing Giants is a fascinating read especially if you like business strategy. I made more highlights in Killing Giants than any other book on my Kindle thus far.

The Big Leap is about taking on the habits of successful people and not self-destructing when finally achieving success. This book isn’t for everyone but a short read nonetheless.

Winning is a ridiculously smart book, Jack Welch is one badass CEO. You’ll get a lot out of this book, I use quotes from Winning in presentations all the time.

The Ad Contrarian is a breath of fresh air in our social media crazed world. Bob Hoffman is on a Podcast I listen regularly, he’s knows his %&$#. I like his point of view because you don’t always agree with it, but he makes you think about marketing in a different way. Read his stuff, he’ll make you smarter.

101 Contrarian Ideas About Advertising is similar to the Ad Contrarian in writing style and that’s about it. You’ll learn even more in this book. Bob is one of the influential voices on marketing of our present time.

The Impact Equation is by two of the smartest minds on online marketing and personal development. They give you a new formula to look at your social media strategy. I got a lot out of this book but I’d read Julien and Brogan’s first book Trust Agents first though.

Confession of a Madman is a hilarious journey through the life of George Parker, one of our fore fathers of advertising. He’s also on the Beancast (podcast) and swears his face off. He’s one of the ol’ boys. He doesn’t care about what anyone else says so you know he’s always being genuine. His book is entertaining with stories about his experience in the industry. Not a real heavy academic theory read at all.

A Whole New Mind by Dan Pink is a book you should read. It’s about how society is getting smarter and a different type of brain is helping us in the future. Full of stories and real life lessons you can apply. I highly recommend this book.

On Strategy…

1. It doesn’t matter how nice the packaging is if the product sucks.

 

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