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Progress is a Process "Enough said"

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7 Strategies This Loud Digital Marketer Used to Reach More Than 300,000 Subscribers

If you follow digital marketing, Derek Halpern needs no introduction. The insightful, intelligent posts he publishes to his Social Triggers website are so widely recognized that he’s able to boast of more than 300,000 subscribers who anxiously await his updates.

But I wanted to know more about him than just the stats of his success, so I brought him in for an interview. 

Here are seven of the best lessons that came out of our conversation:

1. Never lose your integrity.

Halpern’s first major success was as the owner of a celebrity gossip site that racked up an impressive 40 million visitors a year from 2006 to 2007. The problem was that he dreaded waking up and spending another day making fun of people.

Even though he received a pretty attractive buy-out offer for the site, Halpern eventually shut down the company just to keep his integrity (and his sanity) intact.

2. Own your work.

After shutting down his gossip website, Halpern’s next move was to a Fortune 100 financial company. He stayed on for two and a half years before struggling with the frustration that he wasn’t 100 percent in control of his end results.

Taking ownership of your work is the only way to ensure that it lives up to your standards. If you can’t do that, you’ll find yourself constantly plagued by discontentment and hard-to-overcome challenges.

3. Consistency isn’t key.

Halpern launched his popular Social Triggers website after leaving his financial job and working for a few years as a marketing consultant within a friend’s software company. Upon his entry into a crowded market, however, he quickly realized that the standard “publish often, publish regularly” advice wasn’t going to cut it for his new website. Instead, he decided to focus the majority of his efforts on content promotion.

“If you write a post that 1,000 people read, chances are there’s another 1,000,000 people in the world that could use that exact same article," Halpern says. "So instead of just putting a bunch of content together and hoping something hits, you should focus your time on creating the best article on a certain topic, and then on getting that resource into the hands of as many people as possible.”

4. Apply the 80/20 rule to content creation and promotion.

Ultimately, Halpern wound up spending 20 percent of his time creating content and 80 percent of his time promoting it -- a strategy that led Social Triggers to attract 70,000 subscribers in 16 months. That’s an impressive feat for any blog, but it’s even more impressive when you consider the vast competition he was facing within the noisy digital-marketing space.

For those who are following in his footsteps, Halpern recommends the following schedule:

Publish one great piece of content every 10 days.

Spend the next nine days trying to get that content piece into the right hands (what Derek calls the “drafting” technique).

Spend three to four months building relationships with influencers before asking them to help promote your work.

5. Increase conversions with content upgrades.

Despite the reach of his site and the relationships he’s built, Halpern still invests tens of thousands of dollars each month to promote his content, which means he has to convert that traffic.

One of Halpern’s favorite strategies for increasing on-site conversions involves looking through his site’s analytics to find his most popular posts and adding a content upgrade to them (typically, a free downloadable file that complements the initial article). This helps him capitalize on the traffic he’s already getting with content he’s already created.

6. Be memorable.

Halpern is known for his big personality and his “take no prisoners” attitude. But while he concedes that part of that comes from his natural persona, he does play things up to make his interactions with his website visitors more interesting.

“You very rarely get attention from the public eye by being a little extroverted or a little introverted," Halpern says. "You gain trajectory by being loud and obnoxious and by going a full 10 on whatever it is you want to do to become memorable.”

7. Think beyond productivity.

Finally, when I asked Halpern for his favorite productivity hack, he actually surprised me by arguing that we shouldn’t be so focused on productivity, especially if you’re in a creative role. He sees the two as almost being mutually exclusive and argues that people need to go easier on themselves about their workloads.

“When you give yourself permission to do that, you don’t stress yourself out when you’re not productive, and it frees up time for you to actually be productive,” Halpern says.

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5 business secrets you’ve probably never thought about

Forget the Fountain of Youth. In the competitive global business market, “secrets for success” are much more valuable. Everyone from Fortune 500 CEOs to startup founders wants to succeed in both profit and performance. Great ideas for transforming and increasing the viability of a business, along with its products, services and longevity, are not hard to find. The “what worked for me will work for you” business tips are everywhere — quoted in industry magazines, spoken at conferences and heard in podcasts. They’re passed around by board members and touted by consultants.

But when you’re in the thick of day-to-day business operations, it’s often too difficult to stop and consider these points – you’re efficient, we get it! So we’ve assembled our 5 favorite business secrets to save you some time and help you meditate on how to use them for business success.

1. Evolve into an expert generalist

The rules of business are constantly shifting. Having a unique background in various topics (outside of your specialty) will equip you to adapt with the various changes. Better yet, it will allow you to take control of them.

Orit Gadiesh, chairman of Bain & Co, coined the term “expert generalist” to describe a professional as:

“Someone who has the ability and curiosity to master and collect expertise in many different disciplines, industries, skills, capabilities, countries and topics., etc.” As such, professionals can draw on their palettes of diverse knowledge to recognize patterns across multiple areas and focus deeper in order to perfect their knowledge.

Beyond Malcolm Gladwell’s 10,000 Hour Rule (Outliers), being an expert generalist is finding the sweet spot between expertise in a singular industry and general knowledge across many. It’s easy to listen to your subconscious when it says you don’t have the time to take a creative writing class, read that book on environmental protection, or subscribe to the web class on home brewing. Next time that little voice questions your focus, remind yourself that having a wide breadth of knowledge and experience will allow you to approach your business with fresh perspective. Struggling with something new mirrors the way businesses struggle with challenge resolve. Get curious, get outside your comfort zone and grow your business as a byproduct of this continuous quest for knowledge.

2. Integrate volunteering into your personal and professional creed

Surprisingly, day-to-day business practices are not a key factor for success. It’s about the value of giving back, investing time and talent in the community and the character of your employees. Encourage employees to dedicate time and effort towards at least one cause that is aligned with your company’s mission.

Follow the unspoken rule of some of the most successful global companies leading by example. Consider Microsoft’s program where employees can request a donation grant of $25 per every hour volunteered (minimum for four hours annually). Set up a donation-matching program or enact a small-scale version of PepsiCorp’s, which places Pepsi employees as volunteers in areas around the globe to assist with projects related to the corporation’s giving initiative.

Richard Branson, founder of Virgin Group and big believer in philanthropy, proves you don’t build a $5 billion fortune based on greed.

“Philanthropic work undertaken not just by the CEO, but by any employee, is an asset to the group as a whole, bringing in new perspectives and relationships that the group wouldn’t otherwise have. So encourage your employees to contribute, off the job and on and in time people in your community will learn that business can bring positive change.”

3. Invite Diversity

Take the concept of diversity beyond the mandatory (and important) HR training and fully embrace the cultures and qualities that makes coworkers different. Consider the theory of diversity among socially distinct newcomers.

Katherine Phillips, Senior Vice Dean of Columbia Business School, researched the impact of newcomers on quality, finding that discomfort can be debilitating to quality decision-making. A benefit of bringing social diversity to the boardroom is that employees in the social majority are more likely to express perspectives and offer critical reviews than when there is not a social diversity present.

“Oftentimes when people think of the effects of diversity, they focus on the one or two people in the minority, instead of thinking about how the diversity impacts the majority of the group,” Phillips was quoted during her time as Kellogg School of Management Associate Professor. “In diverse groups, everyone is more likely to focus on the available information and to bring in new ideas, not just the people who are ‘different’.”

Ask interviewees and employees what makes them socially distinct from the company’s current majority. Ask about hobbies, where their viewpoints differ from those of their past employers and what inspires them. Break free of the paradigm that people who look “different” also think “different”. That is certainly not always true.

4. Rise to a Routine

Did your mom ever tell you that breakfast was the most important meal of the day? Nutrition aside, she had a point. Some of the most successful business leaders adhere to a morning routine. Having a regular wake-up time and engaging in consistent, calm habits – an energizing yoga session, jog around the neighborhood, reading the news, meditating for 10 minutes – can give you the mindset to tackle the stress, issues and challenges that will come at you throughout the day.

Knowing in advance what your morning will look like allows you to feel proactive, effective and in control. Carry this same sort of competence to all aspects of your business; think holistically about yourself and your business… it all intertwines.

5. Treat Yourself by Treating Others

Toss out the age old Golden Rule. Don’t treat others how you want to be treated, but rather, as they want to be treated.

This mantra (which you should immediately tape to your computer) requires deep knowledge of who your current and potential customers are. It drives you to go above and beyond; to really listen to what others have to say. You cannot anticipate everything your customers will want, which means you need to talk with them constantly – in face-to-face meetings with a wide open door for feedback – and genuinely listen.

Institute this perspective with everyone: employees, vendors, customers, strangers… You’ll develop a habit of being nice, respectful, courteous, positive, goal-oriented and customer service focused. Respect is subjective, but imagine the personal relationships and professional respect your demeanor will attract.

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9 Ways to Dramatically Improve Your Creativity

Creativity is like a muscle. It must be stretched, challenged, and occasionally pushed past its comfort zone.

In a previous column, I shared nine ways you can become more creative in just 10 minutes. I've also shared four must-watch TED talks on creativity in business.

Now it's time to stretch your creative muscles again.

Here are nine ways you can dramatically improve your creativity.

1. Learn Through Collaboration

Curiosity will lead you to creativity.

Andrew Ng, formerly of Google and now of Baidu, is one who doesn't believe innovation is due to unpredictable flashes of genius. Rather, he said you can become more creative and innovative systematically.

"In my own life, I found that whenever I wasn't sure what to do next, I would go and learn a lot, read a lot, talk to experts. I don't know how the human brain works but it's almost magical: when you read enough or talk to enough experts, when you have enough inputs, new ideas start appearing."

Indeed, collaborating with and learning from others may be just what you need to give your creativity a boost.

2. Do Something You Love

Stuck for ideas? Not sure what to do? Your life needs some balance to ensure your creativity doesn't suffer.

In a letter to his son, Albert Einstein provided a great bit of fatherly insight when addressing his son's interest in playing the piano that is applicable to losing yourself in the creative process: do something that pleases you.

"That is the way to learn the most, that when you are doing something with such enjoyment that you don't notice that the time passes," Einstein wrote. "I am sometimes so wrapped up in my work that I forget about the noon meal."

Love and creativity are intertwined. A hobby, such as playing an instrument, running, or collecting memorabilia, can help you relax and fight stress while giving your creativity a boost.

3. Find Inspiration From Other Industries

Your next idea won't come from copying what a competitor has already done. So look for innovation in different industries and niches.

Research what businesses are dominating. Why

What businesses are you most loyal to? Why? 

How can you transfer what worked for businesses outside your industry to your own market? Maybe you can improve on these ideas.

Taking inspiration from other industries is a great way to boost your own creativity.

4. Unplug (Or Just Do Nothing)

As Alan Cohen once wrote, "There is virtue in work and there is virtue in rest. Use both and overlook neither."

Sometimes your best ideas will come when you're not wracking your brain trying to come up with the next great idea.

It could be while you're sleeping. A good night of rest will help you be more productive and creative.

It could be while your mind wanders in the shower that you get a great idea.

Maybe your next innovative idea will come while you're driving, exercising, hiking, shopping, sitting on an airplane, or watching the sunset.

If your creativity is lacking, unplug. Relax. And let your brain do its magic.

5. Walk

The average person sits between 7 and 15 hours every day.

Crazy, right

That's terrible for your health and your mood, which means it can be terrible for your creativity.

Stanford research has indicated that walking improves creative thinking. In a follow-up study, HBR found that people who take part in walking meetings are more creative and engaged.

Priceline Group CEO Darren Huston, Facebook CEO Mark Zuckerberg, Western Union Co. CEO Hikmet Ersek, Twitter co-founder Jack Dorsey, LinkedIn CEO Jeff Weiner, and scores of other business leaders and entrepreneurs regularly have walking meetings.

While walking during work won't solve our national sitting crisis, it's a step in the right direction.

6. Set the Right Mood

A lack of ideas or being unable to solve a problem can be extremely frustrating.

Unless you value complete silence, music can be the thing to give your mood, and your creativity, a boost.

Steve Jobs used music to change his moods and keep himself creative.

It could work for you, too.

7. Use the Six Thinking Hats Technique

Sometimes you just need to start over. Forget everything and begin anew with a blank slate - break it down using six different colored "thinking hats".

Using this process could help you look at things in a different way. It gives you the option to look at things in a "just the facts" manner (white hat); where things could go wrong (black hat); and possibilities, alternatives, and new ideas (green hat), for example.

By looking at a problem from several unique perspectives may be just what you need to find a solution.

8. Ask For Advice or Feedback

Sometimes you're too close to a problem to figure out a creative solution all by yourself.

Asking for help isn't a sign of weakness. Ask for help and advice from friends, peers, and people from your personal network that you trust and respect. Every person has a unique skill set, experience, and knowledge.

A fresh outside perspective, or three, or five, may be just what you need.

Even if you don't use their advice, it may spark some new, creative thinking that will get you where you need to go.

9. Pick a Terrible Idea

Step away from whatever idea you're stuck on for a few minutes.

What's the most useless idea you can imagine? Make a list of the worst ideas you can think up. Now the real challenge to stretch your creativity: what are the best features of these terrible idea Perhaps looking at these terrible ideas will spark something creative that you can transfer over to your excellent idea.

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3 Social Media Metrics You Need to Monitor Right Now.

Success on social media is relative, but knowing what metrics to measure is critical for uncovering weaknesses and improving your strategy where others fall short. Here’s a look at three important social media metrics you should be monitoring right now.

Social media is a constantly changing landscape, and as it matures, the way social media success is defined and measured evolves with it. Remember the race for acquiring as many fans as possible? Today, merely having a social presence is not enough, and building communities needs to be just one aspect of a brand’s social strategy.

Now social media managers have data at their fingertips to measure a wide range of performance metrics from engagement and reach to customer care and deep advertising demographics across countries and regions. The challenge lies in focusing on those metrics that truly matter – some of which aren’t the first ones that come to mind, and require a little bit of digging to uncover.

By now social marketers are very familiar with engagement – in Socialbakers Analytics, we use the Interactions per 1,000 Fans metric to track engagement, which enables marketers to compare the engagement on their Pages’ posts against one another, and broadly paint a picture of performance across fan bases. It gives a more accurate depiction of how brands compare to competitors that have a much larger Page size by way of more fans.

Here are three less-familiar metrics that nonetheless provide an interesting perspective into how you’re performing on social.

3 Important Social Media Metrics to Measure 

Frequency

Engagement has been an important metric for understanding if your audience is interacting with your brand. However, if you’re stuck on only analyzing the numbers of those who have taken an action on your content (like, comment, share, click) then you’re not seeing the complete picture. Reach and frequency are arguably just as important as engagement. When it comes to brand marketing, it’s all about striking that balance of reaching the appropriate number of people at the right amount of frequency.

Repetition is key, and reaching larger audiences and exposing them to your brand messaging is what strengthens brand awareness and grows revenue. Frequency is calculated by dividing Total Reach(the number of times your content appeared in Facebook users’ News Feeds) by Unique Reach(unique Facebook IDs to which your content was displayed, not counting multiple views by the same Facebook user).

It shows you the average number of times your post (or ad) was shown to each person. It’s important to monitor your volume of posts because a high frequency can result in negative feedback, which can hurt reach and lead to ineffective spend. Looking at this will put you on the path to finding the ideal amount of posts for publishing based on your content quality. The better the content, the more Facebook will show your ad to a given user, thus giving you more value for your budget and allowing you to publish more in a given period.

Negative Feedback

This metric measures how many people are hiding your content from their News Feed. This clearly affects your reach since it tags your content as uninteresting or spammy, and it will become shown less frequently. No matter if you put money behind your post or not (paid or organic), this number shows whether your content is resonating with your audience. **If this number is quite high, take it as a sign that you are likely targeting the wrong audience. **

Deep Demographics in Paid

This metric segments other top-line metrics such as CTR (Click Through Rate), CPC (Cost Per Click), reach and so on by demographic. This enables you to measure your ad performance by region, so that you can benchmark and identify where your ads were the most effective and ineffective.

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The Latest Rules of Social Media Marketing

Social media is no doubt an ideal way for you to acquire new fans/followers and engage with them. It’s also an ideal tool to boost the reputation of your company/brand. In a way, social media has become an integral asset in marketing your business.

But how are you going to maximize its tools for your company?

Listed below are some new do’s that you should follow when it comes to your social media marketing so you’d be able to achieve your goals in no time.

Social Plan

Do you have one?

Most of us don’t.

Social plan is essential to make your social media marketing more powerful.

It’s a plan that compiles all fresh contents on your social media. You can create a daily, weekly or a monthly theme.

With a plan, you’ll have consistency. This will also allow you to send out your social updates at the right time.

When your audience knows when you’re going to post your content, they’ll go back to your site and wait for your next awesome piece of content.

Then again, what you post should provide them value. Else, they’re going to leave or unfollow you.

Even though you have a social plan, you should still monitor your channels.

Don’t just post and leave. You want your social media accounts to be as professional as possible as they reflect what your brand is.

That said, you’d want to monitor your channels and take out those spammy comments or inappropriate remarks.

Monitoring your channels will also help you find some comments and questions posted by your prospective clients.

When you’re there monitoring, you can make an instant reply and begin a real-time conversation with them.

Content Should Reflect Your Brand

It simply means that your content must provide value to your audience by sharing content that’s information and educational.

This gives them a sample of what they can expect when they visit your site. It also gives them a preview of what type of information is housed on your own site.

You already have followers. So, give them a reason to click through your link and visit your site.

But never assume what your audience wants. Just because you share your content on your social media accounts doesn’t mean that you’ll increase your CTR.

For that reason, you should know the profiles of those who interact with your content. In this way, you can share content that attracts attention to your potential customers.

Test the Times and Types of Content

A good social media marketer will always test the best time to post content in a social media channel. In this way, you’ll know what content works and what needs to be improved.

As you survey the activities on your social channel, you can generate useful pieces of information that may increase engagements and schedule your post during optimal times.

The best time to post is different from one company to another. That said, it’s necessary that you know your audience.

You can do so by using Google Analytics and check out your demographics, location and so on and so forth. Use these pieces of information to get to know more about your followers.

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