3 IM SecretsInternet marketing is mercurial, strange, confusing and fun. Stay with Internet marketing long enough and you learn secrets. Like most secrets Internet marketing secrets aren't all that "secret". Like flowers on a spring day these secrets are present, amazing and easy for all to see.
Strange how so few notice Internet marketing's hidden truths. Here are 3 Internet marketing secrets learned the hard way, the only way secrets can be learned.
Internet Marketing Secret #1:
Perhaps the biggest secret to Internet marketing is it isn't about what you think. Internet marketing is really the ability to LISTEN and form a cross-functional team capable of creating greatness. Creating a team is hard because every skill such as web design, email marketing, PPC expertise and storytelling are HOT.
IM Isn't What You Think It Is
Keys to keeping your great Internet marketing team together also aren't what you think. Once someone has the skills to be a leader in their skill set they aren't motivated by money. These talented people can get money anytime and anywhere. Read DRIVE by Pink and pay particular attention to the section on intrinsic vs. extrinsic motivators.
Any Internet marketing team capable of creating GREATNESS and the cash that accompanies that will needs lots of FUN, GAMES and CHALLENGE. Great Internet marketers don't work for money they work to build things and see them go LIVE. They work for each other. If this sounds a little like being in the army you aren't far off.
Internet Marketing Secret #2:
No matter how great an Internet marketer you are you won't bat more than .400. This means YOU and even YOUR TEAM are NOT the main source of greatness. .600 of your website's greatness will come from your visitors, customers and advocates. This is the hardest thing to convince Type A Internet marketers about.
Source of Greatness Isn't What You Think It Is
You are NOT the issue, nor will YOU be the source of your greatest accomplishments. This means you MUST encourage, reward and cherish User Generated Content. You must have reviews on anything and everything (Bazaar Voice is my favor tool here) and your team needs to LEARN to listen more than they talk.
Yous see the rub right? The rub is you have the best of the best or you are creating the best of the best and ego is typically attached. You need ego, but then you need to ZEN OUT the ego so you get enough to be motivated and competitive but not so much as to not listen and realize your best bet is on THEM not each other.
Statistically the source of greatness is much more likely to come from THEM than YOU, so learn to encourage the right amount of ego and then teach the ZEN of listening, learning and watching.
Internet Marketing Secret #3:
Always amazed how how LITTLE people think of what they do. Each time I'm teaching or attending a content marketing conference people tell me how BORING their content options are.
Save The World
"We maintain HVAC," said a man at a recent conference, "and that is boring". HVAC is boring only IF you have it. If you life in North Carolina and it is August and your AC goes out your HVAC guy is a superhero (lol).
If you can't tell your "Save The World" story align your product, brand, company or service with someone who can and whose mission is parallel. If my HVAC boring guy created a partnership with CharityWater.org he would be able to tell his story by proxy.
CharityWater.org is a great cause and my "boring HVAC" guy could share how important water is to AC. He could write content about how to SAVE water with your home HVAC system. He could write about why he decided to partner with CharityWater.org.
If you can't tell your "Save The World" story find a partner who can and ride on their coattails. THINKING and acting BIG while connecting your company, brand, product and service to the positive impact it has on customers and the world is a CSF (Critical Success Factor) for great Internet marketing.
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