Digital Marketing Resources
Developing and maintaining your skill as a Digital Marketer is an ongoing process. The good news is, there's plenty of information out there for you to sift through. The bad news is, there's plenty of information out there for you to sift through.
I've created this list of Digital Marketing resources to help you learn the basics and stay up to date with specific aspects of the industry. If you’re interested in 1:1 consulting, the easiest way to book a session with me is through Entrepreneur Magazine’s Ask an Expert platform. My availability is always up to date, and you can record the session if you’d like. I’ll also send over a pre-call questionnaire in advance so we can jump right in to solving your challenges. You can book a session here.
Feel free to share with colleagues and other organizations.
Epic Content Marketing
It doesn't matter what channels you use. Knowing how to provide value in exchange for your audience's attention is essential to any Digital Marketing activity. I'm often shocked at how transactional many brands are. It doesn't matter if you have the best product or service out there, "People don't care how much you know, until they know how much you care." Start by determining how you're going to provide value with content, then determine what channels to leverage.
Building a StoryBrand: Clarify Your Message So Customers Will Listen
All great marketers are storytelling. Often, the goal is to make your customer the hero in the story, and your brand is there to help them along the journey. Here's an example for SoulCycle"Looking to get a break from the day and goodworkout in a high energy atmosphere? At SoulCycle, our one of a kind, rockstar instructors guide riders through an inspirational, meditative fitness experience that’s designed to benefit the body, mind and soul."
This sounds way better, than "Come here, we have bikes and music"
Become a great storyteller to create engaging content and thumb stopping ad copy.
Social Media Marketing
Social Media Marketing Workbook: How to Use Social Media for Business
This is an excellent way to understand the best practices and the algorithms across all major platforms. I suggest listening to it while actively leveraging the resources provided including videos, worksheets and the Social Media Marketing Toolbook.
Jab, Jab, Jab Right Hook
Gary Vaynerchuk provides tactic level detail on how to connect with your audience by standing out in a noisy social environment.
500 Social Media Marketing Tips
Get this after you understand some of the basics. A great way to learn best practices for Facebook, Twitter, Pinterest, Google+, YouTube, Instagram and LinkedIn. I suggest determining what channels make sense for you business by studying your audience and competitors.
My Online Course:
Learn to connect with a modern - and sometimes jaded - online audience through authentic, ethical, and impactful marketing strategies.
Guides & Case Studies:
Paid Facebook/Instagram Marketing
Facebook IQ (Facebook and industry data w/insights)
Facebook for Business (Industry specific case studies)
Facebook Text Overlay Tool (Make sure your reach won't be decreased due to excessive text)
Facebook Pixel Helper (Identify and troubleshoot your pixel implementation)
Paid Search Marketing
Paid Search has a steeper learning curve than Paid Social. You'll want to understand the basics before you start experimenting. You may even discover this is something you'd rather outsource, and then bring in-house.
None, stick with the free stuff from Google. They've done an incredible job of creating an impactful and easy to follow learning path.
Search Engine Optimization (SEO)
SEO Fitness Workbook: 2019 Edition: The Seven Steps to Search Engine Optimization Success on Google
SEO is a great way to get high intent traffic to your website. However, the process can be quite confusing and it changes constantly. In fact, Google changes its algorithm hundreds of times per year. Even if you don't choose to focus on this platform, it's beneficial to know the basics. This will help you better communicate with your internal SEO team, and avoid getting ripped off by an agency or freelancer.
SEMRush (Audit and Optimize your SEO presence, free 7 day trial offered)
SEMrush offers solutions for SEO, PPC, content, social media and competitive research.
Resources for Entrepreneurs and Independent Business Owners
Work smarter, not harder. We’ve all heard that. Sometimes the only difference between working harder and working smarter is the resources you leverage. I’ve compiled a list of must have apps, tools and service providers to help you can save time and optimize your workflow.
I’ve also included links to my favorite blogs, podcasts and books. The use cases range from tactical to inspirational, and I’ve included a summary of each.
Apps and Tools
FreshBooks (Accounting & Invoicing)
You started your business to help people, not to become an accountant. However, invoicing and tracking expenses goes along with territory. FreshBooks is popular among businesses for streamlining client invoicing and time tracking processes. Built with small and growing businesses in mind, the software packs a robust set of features that are offered in flexible, SMB-friendly pricing plans.
Creating professional-looking invoices can be done in a few clicks as the software doesn’t require experience in accounting. It automates tasks such as client follow up, time tracking, expenses organization to save you more time.
This can also save you a lot of time, money and headaches come tax season!
HoneyBook (Proposals, Project Management, Accounting & Invoicing)
HoneyBook is an integrated project management, proposal, billing and invoicing software designed to help professionals automate various operational processes. In short, it streamlines and automates your client's experience from inquiry to final invoice.
If you offer professional services, you may want to go with this in lieu of, or in addition to, Freshbooks. Built for freelancers, consultants and other professional services providers, it automatically keeps track of leads, bookings, and payment schedules.
One of my favorite options is the availability to create a la carte proposals. Meaning, prospects can pick what services they want, and then pay based on that total.
You’ll save 20% a year with my promo link.
Mixmax (Email & Productivity)
Mixmax is an email integration platform that allows you engage more efficiently with prospects, clients and business partners.
One of my biggest pet peeves is all the back and forth that goes around scheduling a meeting. What the heck does “Late afternoon, the back half of next week” mean? With Mixmax, you can include your availability directly in an email, allowing the recipient to book whatever day and time works best for them. They’ll even receive a calendar hold with all necessary information.
This program also allows you to track opens, clicks and downloads. Be sure to leverage the ability to create templates for common email responses. It will save you a lot of time, and you’ll be able to measure which approach gets the best response.
Loom (Video & Screen Recording)
Loom allows you to capture, narrate and instantly share videos to communicate faster, clearer and friendlier. With one-click to record, one-click to finish and a publicly shareable URL, Loom makes it incredibly easy to create engaging and informative videos.
As a consultant, I’m constantly answering questions for my clients. That’s pretty much why they keep me around. My goal is to be the best business partner they work with. One way of doing so is by being incredibly clear when responding to their questions. However, my responses are often technical in nature, which leaves a lot of room for confusion.
Need help setting up your Facebook pixel? Sure, I can write an email, and send links to additional resources. Or, I can make a custom video showing you exactly how to set it up while explaining any details that may be challenging to communicate in written form. I can even inject some personality while coaching you through a process that is entirely new to you.
Beyond that, I’ve recently started using this as way to distribute presentations. You can check out an example here.
Asana (Project Management)
Easily organize and plan workflows, projects, and more, so you can keep your team's and business partners work on schedule.
Large projects often involve multiple steps and multiple resources. Managing the process can easily become a pain which can lead to misunderstandings and delays.
You can use Asana to create projects, tasks within the projects, and follow the progress of those tasks. You can also add your team members or business partners to these projects so you can easily communicate with them about specific action items. As soon as a change is made or a task is assigned, Asana users receive notifications in their inbox. You can even draw the attention of a particular user by simply mentioning him/her in task comments to make sure they’re in the loop.
I used it to coordinate building this website with my developer– which was her suggestion. It made the process incredibly easy and reduced the need for multiple email exchanges. In fact, I’ll be using it to coordinate my own projects going forward. Maybe I’ll finally finish that e-Book?
Evernote (Note Keeping)
Evernote is a convenient way to store anything and everything you’d like to remember in one location.
I used to be notorious for emailing myself important notes and thoughts, only to have them buried before making use of the information. Searching for “me” in your Sent folder is not the way to recall important notes. It took me about a week to get in the habit, but I’m now totally sold on Evernote.
Quickly send and receive documents, photos, audio files, and videos with this cloud-based file-storing service. This will also help you avoid crashing someone’s inbox, or having your email bounce back.
LastPass (Password management)
In today’s world, we all have many passwords to keep track of. LastPass takes on this daunting task for us, by giving us just one master password to remember. LastPass uses encryption algorithms, local-only encryption, and two-factor authentication as methods to protect your information. You can also easily share passwords, and remove access, with other business partners.
Problem Solvers with Jason Feifer features business owners and CEO’s who went through a crippling business problem and came out the other side happy, wealthy, and growing. Feifer, Entrepreneur’s Editor in Chief, pulls these stories out so other business can avoid the same crippling problems.
Smart Passive Income is a resource run by Pat Flynn to teach you proven strategies for running an online business and optimizing it for passive income.
The Side Hustle Show is a top-rated podcast featuring the ideas, actions, and results you need to start and grow a successful business.
This is my go-to resource for documenting my goals, the associated tasks and progress to date. More than just a daily planner, it also includes a section for gratitude and self-reckoning on a daily and weekly basis. My productivity has skyrocketed since I started using it, and my decision making process has become much clearer.
Entrepreneurial You & Stand Out by Dorie Clark
Entrepreneurial You is the blueprint for any professional seeking to monetize their knowledge through consulting, speaking and other revenue streams. Dorie Clark provides tactic level advice based on her experience, and interviews with others who make a living in the being economy.
Stand Out provides step by step advice for anyone seeking to become a recognized expert in their industry. Whether you’re an experienced professional or not, you’ll pick up tips to help you stand out from the crowd.
The Compound Effect by Darren Hardy
The Compound Effect is about how small actions, executed consistently, can lead to hugely successful results, both in business and in life. Hands down, this is one of my favorite books. It gives you practical every day steps to create real change in your life. Darren wrote this book as a guide on how to take ownership of your own life through the small decisions you make on a daily basis.
The Compound Effect can work for or against you. This book also flags the danger of spending time or resources on actions that aren’t aligned with your overall vision.
The Obstacle is The Way & Ego is the Enemy by Ryan Holiday
The Obstacle Is The Way is a modern take on the ancient philosophy of Stoicism, which helps you endure the struggles of life with endurance and resilience, by drawing lessons from how ancient heroes, former presidents, modern actors and athletes turned adversity into success thanks to the power of perception, action and will. Digital Marketing - and life - can be a challenge. This book provides guidance on how to push through. I listen to it on Audible frequently.
Ego Is The Enemy reveals how a tendency that’s hardwired into our brains – the belief the world revolves around us and us alone – holds us back from living the life it makes us desire so much, what we can do to overcome it at every turn and how to achieve true greatness. As a Digital Marketing expert, I constantly have to check my ego and remain a student of this industry, and other aspects of the Digital Economy.
The Subtle Art Of Not Giving A F*ck does away with the positive psychology craze to instead give you a Stoic, no bs approach to living a life that might not always be happy, but meaningful and centered only around what’s important to you. Once you learn how to focus on what's important, it's much easier to ignore everything else.