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So time to check in with results since my last post. I’m doing pretty well, actually. I’m growing my Twitter base in a hockey stick fashion and getting a lot more eyeballs on my LinkedIn profile, Facebook pages and groups and my numbers on my marketing blog and here are starting an upward trend. The key is consistency. Finding a sweet spot as far as types of content that resonate with my audience and discovering what times of the day is best to send it out. My biggest challenge is having a toddler to watch after, which I cherish and comes as my top priority, so at that expense go my marketing efforts. I can’t stay consistent just yet because I have other priorities.
In addition to marketing that site, I’ve also burdened myself with hosting a Product Hunt Hackathon here in Louisville, and I’ll be building a product myself, which will be an audible desktop penpal setup, and down the line have it work with Alexa and iOS software. It’s for the blind or illiterate who would like to have a pen pal but would rather speak their message to their pen pal instead of writing it and mail it and wait. It’s just a side project to mess around with. I’ll have it hosted at penpals.fun. So I’m putting that on my plate along with looking for a full-time job and taking care of a 2-year-old, a 16-year-old dog and a cat. And sometimes, apparently, a very well-fed possum.
If you’re in the marketing business, you surely are familiar with what the marketing landscape looks like online: it’s packed with tools, tips, articles, software, and “pros” offering advice and products to help you learn more about, boost and help you and companies with all types of marketing. Sounds great, right?
Problem is, there are a lot of different types of marketing. Inbound, content, SEO, SEM, digital, automation, branding, product, email, affiliate, and over a hundred more at least. And then subcategories of those. It gets to be messy fast, and marketers being marketers, many of them are in it to make a buck or two. Or a lot more. And the range of knowledge and experience and authenticity of those marketers that want to help you is all over the place. People with no marketing experience at all, who’ve gotten their “skills” from reading other people’s articles, to marketing professors who are into academic marketing, to legitimate digital marketers, to hobbyists, to…. You get the point. A lot of what you see online is about affiliate marketing, which personally I’d put near the bottom of the list of legitimacy, to more academic and B2B marketing/digital that incorporates a bundle of skills which includes SEO, content, SEM, display, and a pretty big marketing mix. That may or may not include developing one or more sales funnels that rely on inbound marketing using platforms like HubSpot and Salesforce. I’d place that somewhere near the top, alongside “academic” marketing, although academia is woefully outdated and out of touch with the realities of practical marketing in the modern world. It’s where much research and marketing studies are generated, alongside consulting firms that release complex case studies like McKinsey.
What you tend to learn in school is purely theoretical, with possibly a few case studies and maybe some real-world experience comprised of teamwork, working on an actual marketing problem that a business is willing to let students work on for free/experience. That’s typically found in graduate-level work at the better schools, and even then, it doesn’t teach you much of anything about real digital marketing whatsoever and what the skills and tools are you need to know to get a job doing it. You have to teach yourself or learn on the job, which is more and more unlikely that you’ll find an employer willing to pay to train you in 2017 when there are a lot of people that already are trained. My tenured professor wife knows nothing about business itself and wouldn’t know what she was even looking at if you showed her a Google Analytics or Infusionsoft dashboard, or anything about SEO at all, for example. It’s the same with law school; it doesn’t teach you lawyering or how to practice law, just the dry research and academic aspects. It’s also why we’re seeing people like Steve Wozniak and organizations/companies like Google funding and setting up schools and other training programs that simply leapfrog underperforming, overpriced colleges that aren’t preparing students for actual work whatsoever.