3 Types of Ad-Free Social Media Engagement: The Building Blocks of a More Attractive Online Presence

Social media networks are a whole new kind of communication opportunity; but too many people and organizations are either confused, over-whelmed or just “don’t get it.”

In only four minutes, this episode of Video Mojo describes and illustrates three types of social media posts that have no advertising expense required. Each type of post is used by my company, ComBridges, in order to help our clients and ourselves. By using all three types of posts, we more present on social media; and, we “lead with value” to build authentic, sustainable long-term relationships. Please check it out and let me know what you think:

Click above to watch this week’s Video Mojo video blog & podcast episode.

About Video Mojo
Video Mojo is a weekly video blog and podcast hosted by award-winning media innovator, Jon Leland. It combines timeless marketing principles with a playful exploration on the “bleeding edge” of digital video & social media.

If you’ve got questions, feedback or suggestions, please let me know (and leave us a review on Apple Podcasts or wherever ;-):

* Instagram: https://www.instagram.com/combridges.marketing/​​
* YouTube Channel: https://www.youtube.com/jonleland​/
* Vlog Home: https://www.combridges.com/blog​/​
* Podcast Home: https://anchor.fm/video-mojo​/​
* On Apple Podcasts: https://podcasts.apple.com/us/podcast/video-mojo-jon-leland-tips-strategies-for-better-world/id1489867374?uo=4​​
* On Spotify Podcasts: https://open.spotify.com/show/1ORM2qja8iMWM9ykwvhaXk​
* Twitter: https://twitter.com/joncombridges​/​
* Facebook: https://www.facebook.com/combridges.fb/
* LinkedIn: https://linkedin.com/in/jonleland/​

Thanks!

VIDEO TRANSCRIPT:

3 Types of Ad-Free Social Media Engagement: The Building Blocks of a More Attractive Online Presence

Hi and welcome! My name is Jon Leland and this is Video Mojo. 

Video Mojo is both a video blog and a podcast that combines timeless marketing principles with a playful exploration of, what I call, the “bleeding edge” of both digital video and social media. 

Today we’re going to dig into social media a little bit. 

There are 3 types of ad-free social media posts. They’re kind of the online building blocks of a vibrant authentic social media presence. They exist within, what I would call, the social media ecosystem. I’m not going to get into social media content marketing campaigns today, which are really kind of fundamental. With whatever we do in social media we want to lead with value. We always want to contribute and make a difference before we ask for a sale. Relationships are built over time through multiple touches so you want to show up in the marketplace as a valuable contributor. What this post is about is the 3 types of social media posts. Once you have done your content marketing and developed your own original and valuable content there are other things that you can do, the building blocks, that will help you stay present and build relationships. I’ve broken that down into 3 distinct types of social media posts. 

Type 1:

Social media posts type 1 are original visual designs that are linked to your own content. We see those all the time as quote graphics or quote memes. They come out of our own content or creations. We develop original graphics so that they reflect the brand of our client as well as the message of our client and they’re our core value messages. They may reflect values literally or they may reflect the communication mission, if you will, of what that clients work is about and what their niche is about. 

Type 2:

The second type of posts are content curation posts. Next week I think I’m going to get into a tool to help enable content creation. But within the niche, again following the same focus, there are other contributors. There are other people publishing valuable content. So for example, my client The Soul of Money Institute likes gratefulness.org. They are very aligned with their values and so we might repost a blog post from that site. 

Type 3:

The third type of social media posts are retweets or repost, usually on Instagram or Twitter, where you are using other posts or other kinds of content that are being posted and are relevant to what you’re doing. A good example of this in our business is we represent the Marin Airporter, the local airport bus service. People will post pictures of their experience with Marin Airporter and their joy of travel using #MarinAirporter. 

**Bonus**

And then finally, not really a kind of post but, is being involved and monitoring what is going on and responding to comments. I call it conversational engagement. It is a really important piece of the service. If you are going to have a social media presence you certainly want to be responsive and engaged with the people that are liking, retweeting, commenting, and answering questions. 

I’m always looking for your feedback, because I would love to do more of the kind of posts that you want to hear. So please let me know. And again, I am very very grateful for your presence. 

Thank you so much for watching or listening and I’ll see you next week!

Improve Your Video Connections with These 4 Recommended Video Software Tools

Are you looking to up your video communication skills?

Whether you are using video for marketing, to share software tips with those you work with, or to share valuable information via social media, you have choices to make in order to find “the right (video) tool for the job.”

​I’ve got recommendations! The episode of Video Mojo (video below) will help you by offering a quick overview of four video software tools that I have used to create casual, but informative videos, especially for clients and colleagues.

Click above to watch this week’s Video Mojo video blog & podcast episode.

The first three apps are particularly useful if you need or want to share your screen, including if that screen is sharing a presentation. The fourth video software tool is particularly useful when you want to make a more powerful video connection via email. Links to all four video apps are below (FYI, none are affiliate links.)

​About Video Mojo

Video Mojo is a weekly video blog and podcast hosted by award-winning media innovator, Jon Leland. It combines timeless marketing principles with a playful exploration on the “bleeding edge” of digital video & marketing.

Resource Link from this episode:

I’d love to hear what works for you and if you find this program useful. If you’ve got questions, feedback or suggestions, please comment below, or let’s connect (and leave us a review on Apple Podcasts or wherever):

* Video Launch Pad: https://go.combridges.com/video-launch-pad​
* YouTube Channel: https://www.youtube.com/jonleland​
* Video Blog Home: https://www.combridges.com/blog​/
* Podcast Home: https://anchor.fm/video-mojo​/
* On Apple Podcasts: https://podcasts.apple.com/us/podcast/video-mojo-jon-leland-tips-strategies-for-better-world/id1489867374?uo=4​
* On Spotify Podcasts: https://open.spotify.com/show/1ORM2qja8iMWM9ykwvhaXk​
* Instagram: https://www.instagram.com/combridges.marketing/​
* Twitter: https://twitter.com/joncombridges​/
* Facebook: https://www.facebook.com/combridges.fb​/
* LinkedIn: https://www.linkedin.com/in/jonleland/

Thanks!

VIDEO TRANSCRIPT:

Improve Your Video Connections with These 4 Recommended Video Software Tools

Hi and welcome! 

My name is Jon Leland and I’m a digital marketing strategist and the host of Video Mojo, a weekly video blog, and podcast that connects timeless marketing principles with the bleeding edge of video communications, technology, and marketing. 

So today we are going to talk about four applications that can really help you get more fluent in the language of video and increase the power of the connections that you make via video. As you may have heard from other episodes of this video blog and podcast I’m a big advocate of the practice of video. I am passionate about learning by doing and experimenting, but most of all getting yourself out there so you develop the video muscle. These are four applications that can help you do just that in order to make better connections with the people that you are working with or that you want to influence. 

I will include all of the links for the applications that I’m talking about and some other resources throughout the description.

Loom

The first application is called Loom. Loom is very popular because of its simplicity and also because of its free level robust application. It operates both as a Chrome plug-in and as a desktop application. I’ve only used it as the Chrome plug-in because I find it really convenient. When you use Loom the limitation is that you do not have many customization options. Your talking head video will be a small circle in the lower-left corner. You then will be able to share your screen and show people what it is that you want to communicate about. We use it frequently and I’ve seen it used to explain things that are going on within software or websites. It’s very powerful and relatively easy to use. 

Snagit

A step up from that is Snagit, which is a kind of a Swiss Army knife of video tools. It has both the ability to do still frame captures as well as various forms of video interaction. It introduces the sophistication of being able to switch back and forth between a screen share and the full live-action video talking head. I got turned on to Snagit by Steve Dotto of Dottotech. He is a resource that I recommend and I’ll also include a link to his video review of Snagit for a lot more detail. Snagit is a paid application. It is a one-time fee of about $50 unless you get some kind of discount. It will give you a more sophisticated ability to produce videos where you’re switching back and forth while recording but NOT in post-production. 

Wistia’s Soapbox

I really like the third tool, Wistia’s Soapbox. Wistia is a video hosting application that I do recommend to get away from the YouTube noise that happens when you host videos on YouTube. For example, on my landing pages for the video launchpad, I have embedded videos that will not recommend other YouTube videos by using the Wistia platform. Soapbox is an application that Wistia has developed and is also accessible by a Chrome plug-in. It has a really clever post-production editing interface. You record once and then in this editing interface you have the ability to switch between the live talking head and the screen share as well as a  third view which is one-third talking head in two-thirds screen share. So if you’re doing “mini-tutorials” soapbox is a pretty cool application that will enable you to produce a kind of presentation that looks like you’ve used much more fancy editing software that has a nice combination of the live talking head human presence and the screen sharing. 

BombBomb

Then if you want to move up to the next level BombBomb is a really cool application, particularly if you’re doing a lot of email outreach and you want to move to a more sophisticated level. For example, if you are a real estate marketer that wants to stand out above the crowd in how they communicate with their prospective customers, BombBomb integrates with email like nothing else that I’ve seen. The way that they do that is when you record a BombBomb video for somebody the first two seconds is an animated GIF that can be embedded into an email. In fact, they have a whole email integration for outbound marketing. That means the learning curve is higher and the cost is definitely higher as it’s a professional application. But it will give you the ability to communicate via email and really make personal messages that can attract and engage in a very powerful way. 

So there’s a quick overview of four tools that you can use to increase your video muscle. You know, it’s a practice. It takes determination and perseverance to stay with it. Each one has a learning curve starting with something like Loom (it’s simpler), and walking up the ladder to something like BombBomb (it’s much more complex). Whatever you do I really encourage you to get out there, make yourself more visible, and do the kind of engagement that these kinds of video tools enable. 

Thanks again for your kind attention. I really do appreciate you being here and I’ll see you next week!

50 Years Connecting People Who Care: Lessons from 1970 That Still Matter

I’m feeling vulnerable as I step into owning my history as a media innovator. Can it really be 50 years?!

In doing this week’s Video Mojo, I discovered that “Connecting People Who Care” is more than just words for me. It’s a thread that somehow flows through all of my work.

Click above to watch this week’s Video Mojo video blog & podcast episode.

The meaning of this phrase is also important because it is an invitation to take action, to make a difference with what we do, to step into the spotlight and in front of the camera. As Scoop Nisker used to say, “If you don’t like the news, go out and make some of your own!”

​This week’s episode unpacks all of this in less than 5 minutes and also has some pretty interesting photos from back in the day. 🙂 Click above to watch now.
​​
About Video Mojo
Video Mojo is a weekly video blog and podcast hosted by award-winning media innovator, Jon Leland (that’s me!). It combines timeless marketing principles with a playful exploration on the “bleeding edge” of digital video & marketing.

Resource Link from this episode:
“The Revolutionary Resonances of Dancing Bear”:
Another essential story connecting 1970 with today
https://medium.com/@jonleland/the-revolutionary-resonances-of-dancing-bear-cd887eced90c 

I’d love to hear what works for you and if you find this program useful. If you’ve got questions, feedback or suggestions, please comment below, or let’s connect (and leave us a review on Apple Podcasts or wherever):

* Video Launch Pad: https://go.combridges.com/video-launch-pad
* YouTube Channel: https://www.youtube.com/jonleland
* Video Blog Home: https://www.combridges.com/blog
* Podcast Home: https://anchor.fm/video-mojo​
* On Apple Podcasts: https://podcasts.apple.com/us/podcast/video-mojo-jon-leland-tips-strategies-for-better-world/id1489867374?uo=4​
* On Spotify Podcasts: https://open.spotify.com/show/1ORM2qja8iMWM9ykwvhaXk​
* Instagram: https://www.instagram.com/combridges.marketing
* Twitter: https://twitter.com/joncombridges​
* Facebook: https://www.facebook.com/combridges.fb​
* LinkedIn: https://www.linkedin.com/in/jonleland​

Thanks!

VIDEO TRANSCRIPT:

50 Years Connecting People Who Care: Lessons from 1970 That Still Matter

Hi there and welcome to another edition of Video Mojo, my video blog and podcast that combines timeless marketing principles with state-of-the-art technologies, tools and tips. 

I usually say that I’ve been a media innovator for decades, but the truth is that it’s been 50 years! And that’s kind of a vulnerable thing for me to say because people can figure out that, hey, I’m more than 70 years old. The innovation and the process also is what fuels today’s podcast and this episode and why am I doing this in the first place. So that’s a thread I want to make. What is 1970 and the network that I started, a radio network that I started in 1970, have to do with what I am doing here in 2020 And there really is a solid connection. 

So, yes, I have been a media innovator for 50 years. In 1970 I planted the seeds of the first narrowcast network. It was a radio network that was targeted to a specific audience and that wasn’t being done back in those days. I was up in Seattle, there was a trial called the “Seattle 8” and I started doing the new feeds to the Pacifica stations. This led me to doing news feeds to Pacifica stations, other lister supported stations, FM rock stations like KSan in San Francisco, WBCN in Boston, WNEW in New York. There’s a whole bunch of them and dozens of college stations around the anti-war movement. 

So what does that have to do with today? Well, the reality is that I’m really looking—and still exploring and still learning—how does it work to enable people? I mean I am into empowering people to use the power of new media and these amazing tools. The fact is that the iPhone that I am shooting this video on is shooting a quality of video that wasn’t even imaginable in those days. And we all have this kind of capability in our pocket. How does that democratization of media help people to tell better stories? Help people to make better connections in communities of people who care? 

So that’s what I am exploring. 

I call this program sometimes a “joyful exploration” because I’m still learning: how do we connect people? 

Back in 1970, I was connecting people who cared about the anti-war movement, who wanted to spread news about other people who were demonstrating. And today I’m doing this video blog and podcast in order to see what happens. How do people connect when they have the courage to take action? And when they have the courage to express their voice, to let their voice come forward and to use these amazing, powerful new tools. 

So there really is a thread that I really wasn’t even aware of until (#1) I had the courage to say you know, I have been doing this for 50 years and, yes, I am more than 70 years old and (#2) There is a power to communication. There is a power to authentic connection and there is, in particular, a power to people who want to take action and are willing to express themselves and get themselves out there… whether it’s in the streets, on YouTube, wherever. 

So, I want your feedback. But even more than that, I want your participation. 

Let me know what is working for you and what is not. 

Back in the day when I was doing media, in the ’70s and ’80s, I had a guy named Scoop Nisker on a TV show that we did. And Scoop used to always close is radio shows with this line, he would say:

“If you don’t like the news, go out and make some of your own.”

So, that’s what this is about. 

And then also, I wanted to share another quote with you because one of my clients, The Soul of Money Institute, we shared this quote from Daniel Berrigan.

Daniel Berrigan said,

“The difference between doing something and doing nothing is everything” 

So get out there and make the news, make your own news, and I look forward to working with you. I look forward to collaborating with you, and I look forward to hearing about what works and what doesn’t work. 

Next week I’m going to get more specific about some video tools so we will try a whole other kind of episode, but I look forward to your feedback and as always I’m really grateful for your kind attention. 

I’ll see you next week!

The Beyond Storytelling Interview: How to Find the Story that WANTS to Be Told

Sadly, the meaning of storytelling has become clouded by the fact that it has become a “marketing buzzword du jour.” AND, as my expert guest Michael Kass says, “Story is real!

Story is so real in fact that, if you listen to yourself carefully, you might find that there’s a story in you that WANTS to be told.

​This episode of Video Mojo is different. It’s longer than usual because it’s an interview/conversation with healer, facilitator, and coach, Michael Kass, who encourages us all to plumb the depths of storytelling. As you will see and hear, this approach is something quite different from the more mercenary and manipulative, “storytelling-as-a-marketing-strategy.”

This week’s Video Mojo video blog & podcast episode.

Most importantly, Michael aligns with this program’s core values of being more human and our commitment to cultivating what it takes to build more authentic relationships and community. Sound good?

About Video Mojo

Video Mojo is an (almost) weekly video blog (vlog) and podcast hosted by award-winning media innovator, Jon Leland ( that’s me! ). Video Mojo combines timeless marketing principles with a playful exploration of the “bleeding edge” of video & marketing communications tips, tools and techniques.

For more Michael Kass, please visit: https://www.storyandspirit.org/

Your Feedback, Questions, and Reviews… Please!

I’d love to hear what works for you and if you find this program useful. If you’ve got questions, feedback or suggestions, please comment below, or let’s connect (and leave us a review on Apple Podcasts or wherever).

I’d love to hear what works for you and if you find this program useful. If you’ve got questions, feedback or suggestions, please comment below, or let’s connect (and leave us a review on Apple Podcasts or wherever):

* Podcast Home: https://anchor.fm/video-mojo​

* On Apple Podcasts: https://podcasts.apple.com/us/podcast/video-mojo-jon-leland-tips-strategies-for-better-world/id1489867374?uo=4​

* On Spotify Podcasts: https://open.spotify.com/show/1ORM2qja8iMWM9ykwvhaXk​

* ComBridges Website: https://www.combridges.com​

* Instagram: https://www.instagram.com/combridges.marketing​

* Twitter: https://twitter.com/joncombridges​

* Facebook: https://www.facebook.com/combridges.fb​

* LinkedIn: https://www.linkedin.com/in/jonleland

Video Transcript:

The Beyond Storytelling Interview: How to Find the Story that WANTS to Be Told

Welcome everybody to a very special episode of Video Mojo where we bring together both traditional marketing concepts, really timeless marketing concepts, and the next latest generation of tools, techniques, and strategies. 

Today, in some ways we’re talking about an UN-strategy. We’re are talking about going beyond storytelling and my good friend and the storytelling expert, Michael Kass is with us. 

Jon: Michael, Thank you for being here. 

Michael: I am happy to be here.  This is fun! 

Jon: Yeah and unlike most of my editions of Video Mojo, 1 – This is going to be more than 4-5 minutes long, and 2 – It’s going to be a conversation.  Michael and I are going to talk for 10 minutes maybe about storytelling and then we’re going to open up and have Q&A with the people that are joining us online. And thank you to those who are with us live or those that are listening to the recording. Anyway, this will go out via podcast as well as via the video blog. So Michael, storytelling. I was thinking that “Beyond Storytelling” as a title would be in quotes and then within that “Storytelling” could be in quotes because the word “Storytelling” has all these meanings. Historically it reminds me of way back in the day when multimedia was the hot thing and I would be talking about multimedia and I would hear What do you mean by that?. And then digital video came along and now there’s not only YouTube but high-end commercials, television, tick-tock and Facebook live. I mean all of that is technically digital video. My point being the term becomes so broad you don’t know. I think that storytelling has become a buzzword and it means a lot of things to a lot of people. I saw a blog post the other day that I didn’t send to you because I think it would have made you nauseous because it was about how with storytelling you have to tell your brand’s story and it’s become this marketing hook. 

Michael: My heart! My heart! 

Jon: I know, exactly! So I don’t want to make you sick but I also think it’s very exciting to go to another level of storytelling. So how do you distinguish that? I liked the way you did in one of the social media posts about this conversation you said “It’s NOT about marketing and It’s NOT about persuasion” So, what the heck is it? 

Michael: That’s a great question! So there was a moment a couple of years ago where I had a pretty profound realization about story. I’ve been hired to teach storytelling in a prison up in the Central Valley and I was very bad. It was 12 sessions and I was terrible. I didn’t know how to run the room and  I was just doing a bad job. As I was on my way out one day a guy stopped me. He was the Native American spiritual leader in the Chapel of the prison. They had all the different religions represented and he asked what I was doing. I tell him “Oh, storytelling”. We then got into a conversation about the role of story in indigenous cultures. I had known this but the way he said it really struck hard for me. He looked at me at a certain point and said “Story is real. It’s not a form of communication and it’s not a tool to allow us to connect. Story, quite literally, creates the world around us.”  So at that level, story is an act of profound creation. And if you do it in a really deep way it becomes a profound act of co-creation because you’re inviting others to create with you. So when I think of story I think of it as a profoundly creative act, that’s also the basic building block of community. If we start to think about our businesses, really if you’re doing it in a centered way with integrity you’re engaged in the act of community building. What wants to happen and what story can enable, and isn’t really being fully realized much, is a deep act of code creation with the people who joined that community, right? So that’s how I think of story. When it gets flattened to – Well, if you just tell your origin story then it’s going to tug at the heartstrings and people are going to want to X – whether X is buying your product or contribute to your nonprofit or whatever it is, I think a pretty profound misunderstanding of how deep story is woven into the way that we make sense of the world. 

Jon: So clearly you’re talking about going deeper. Is it a philosophical concept that our language basically creates our reality? So are you going to that kind of fundamental level? 

Michael: Yeah, I wouldn’t even say that that’s philosophical. I would say that there’s, you know, there’s the clickbait articles. According to science language creates our reality. My favorite example of this, and it’s the language substitution I give to everybody I work with is Hey, what if you substituted the word and for the word but every time you use the word but. The use of a word as simple as but automatically cancels out everything that came before it. Like, “I really wanted to do this conversation with John but it was a busy day.” Well, now it doesn’t matter how much I want to do the conversation with John as opposed to, “I really want to do this conversation with John and it’s a busy day and I’ll make it work” or “and we can reschedule it” So even something as small as that starts to create a different reality. So I push back on the idea of philosophy but yeah. 

Jon: Okay good. So, the other angle that I hear there is, which is one that I love and that I would say I still aspire to reach as I have something of a following, is this community building and co-creation. And the language that then “positions me“, right? You talked about, I’m trying to remember the example you said something earlier that the word flash to me is, well that’s manipulation. If you’re telling your story designed, you talked about moving people, so we’re going to design our story to have an emotional hook. And that’s storytelling that will make a difference. You’re really talking about something different from that so how do you distinguish between something that makes an emotional connection and something that truly is a co-creation and builds community? Meaningful storytelling is really what I want to do with Video Mojo and it is actually kind of part of the mission. 

Michael: Yeah, that’s a great question and it’s tough. I think that for me it’s sort of a felt sense thing. So, unfortunately, there’s no chart where you can say Oh okay, this story is co-creation versus this story which is manipulation. I would say that when folks are engaging in storytelling that is not fully aligned and doesn’t have integrity, at a certain level they feel it. It just doesn’t feel quite right, there’s a little hitch in it, it doesn’t work. Then the question becomes, how do you train yourself to recognize that feeling of misalignment? Breathe into it and go okay, what wants to happen in order for this to feel more fully aligned

Jon: And the converse – right? That converse is when you’re in alignment and you are connecting your heart to your soul’s story, if you will, you know when that’s happening to.  I think that’s part of the reason I became good friends with you is because I think you and I have these conversations and it happens enough that I want to spend more time with Michael even though most of it we do like this in zoom. There’s a resonance that happens and that’s also the converse indicating that you’re in alignment. 

Michael: I would say I love that word “resonance”. You know, what’s coming to me is when I feel that my story is in alignment and I’m deeply connecting I can tell because I literally feel my body temperature rising. I’ll feel my eyes tearing up and my body feels different in very very tangible, measurable ways. And there is the science behind that, there’s oxytocin flooding through my body because I’m connecting with another human being or several hundred human beings if I’m doing a large workshop. And if I stay aligned with that in attuned to that feeling then it’s easier for me to hit those places of integrity and alignment. 

Jon: So you ask the question as you were talking, “How do you train yourself to notice when you’re out of alignment?” and I would also say how do you train this in alignment and that is in fact what you do.  The context is, if I’m wanting to connect with more people, if I’m wanting to build community or wanted to build an audience or wanting, god forbid, to sell something online – which there’s nothing wrong with doing that – How do you bring this kind of storytelling into play? How do you teach yourself to do it in a way that works? 

Michael: A part of it is ignoring everything that they teach you about storytelling. So a lot of the more conventional storytelling will train people to follow a template that fused pretty closely to the hero’s journey. The standard entrepreneur story would go something like, “I wasn’t doing well I was in a real I was in a real pickle and I was sleeping on my grandmother’s couch and I went I wonder how many other people have couches that they would like to rent out to people and then I formed Airbnb and now I’m a bajillionaire.” That’s kind of the fairly standard way of doing a story. Once you get trained to only tell stories that way, you’re stripping narrative of a lot of its humanity and you’re stripping it of the details. In terms of how to share a really authentic story, I would say go to those moments that feel really resonant to you, and don’t worry about structuring, just write down what made the moment so resonant. Really go through an exercise of deep exploration knowing that the deeper we go in that exploration then the more universal chords will hit. Because it’s not just what happened, which is where a lot of particular entrepreneurial storytelling tends to stay at the plot level. “I wasn’t doing well I made a bunch of money now I’m gonna sell you this thing so you can make money too.” There’s nothing human in that. That’s a functional story. And it’s based on somebody’s perceived lack. Meaning, if that story resonates with you, you feel like you don’t have enough money. That makes sense? As opposed to, if I share a very simple story. You know my favorite one, this guy I was working with had a small business and we just asked him to share story just about a time he wanted something really deeply. It ended up that the thing that came up for him, and he apologized for this, he was like this is a stupid story. I’m gonna tell it because it just came up. He was eight and he wanted this pair of shoes and he would have done anything to get them. He ended up spanging, asking for spare change, in a small town to get these shoes. Now that is a pretty dumb story but what did those shoes mean to you? What did they represent? And it ended up that the rich kids in the neighborhood wore them, and so it represented growth and social mobility and he felt that if he had those shoes he would finally belong. The business that he ran was all about helping small businesses scale and reach a different level of achievement. So in that small human moment what he actually uncovered was the same DNA that made him so passionate about his business. And he started sharing that is almost an origin story and people resonated with it because it showed not just that he was effective at what he did but that at a deep level he knows what it is to do what it takes to move into what he thinks will bring him more satisfaction. So it’s finding those small moments and really lifting them up, I think, it’s where you find some really powerful stories that almost never get told. 

Jon: Yeah and I will dovetail on that in terms of what’s been working for me which is, I think it’s a practice. That’s the other big fallacy about storytelling – Oh, we’re just gonna switch we’re gonna pivot right and try a new strategy which is storytelling – That’s just more of the same really.  But what I found with the video blogging, particularly because I’m doing it really without an agenda, is that I’m now getting practice and exploring my voice and what do I really feel called to talk about and do. This of course conversation is part of that. So good! We’ve probably done, Oh we’ve done 15 minutes. And we could go on about this. But, you know, the thing that I wanted to say is that I think training is like a practice. The more you do it the more you can feel  – am I in alignment? am I not in alignment? – and kind of tune your listening machine, your human-machine, if you will. 

Michael: Yeah, I love what you said bringing more humanity into it is really a measure. To build on that real quick before we see if folks have questions, you know one of the things that happen, especially when I do workshops for organizations, that I caution people is you know in the room in a safe space all of this stuff is very intuitive, right. It makes perfect sense, cool we can share stories. And then they’ll go out in the world and they’ll try to do storytelling this new way once and maybe it’ll work. Then I’ll do it again and it won’t work. Then they feel stupid and never do it again. So it’s not just practice, it’s creating spaces or groups that are dedicated to practicing storytelling in this more deeply human way so that you’re building the muscle. We’ve gotten so far away from it, many of us, especially in our work lives that it takes some time to build that capacity back up. 

Jon: I want to thank you and I want to ask you one more question which is when you were talking before and we talked about the inner work and connecting to our authentic self. I love the book called The Legend of Bagger Vance. He talks about the authentic swing because it’s a golf story. We’re getting a little woo-woo, right? And a lot of people are listening from the context of business, so where’s the overlap between wanting to be successful in the business and wanted to have thriving successful businesses and this community inner work taking time for alignment. I mean I will answer my own question in part because and I mentioned in my last Video Mojo episode the book Content Inc. And he has a model which I think I’m going to be talking more about as I work it through myself. But when you look at the sweet spot of you know who you are, what your capabilities are, and what you’re really passionate about and then how you do the content tilt about your unique message. It’s not something that happens in a day it happens from expressing yourself continually, blogging, video blogging, podcasting, what have you, so that you can find it. But is that a business model or are we outside the business realm hoping business catches up somehow and if you tell your authentic story the money will follow. 

Michael: No that’s not a thing. But I will say, there’s a question that came up as you were saying that which is how do we define success and thriving in our business, right. So if success is purely financial then tell manipulative stories. Make people feel that. If your goal is just to make money then let nothing stop you in the pursuit of that goal, right. I think that’s a crappy business model. I think it’s an unethical ideal, it’s terrible. 

Jon: That’s a crappy life model. 

Michael: So I would define success and thriving as finding that place where, yes you are able to generate income and be comfortable at whatever level feels right to you and do that in a way that is uniquely yours and has deep integrity with your deeper sense of purpose. You could say souls purpose or reason for being here. That’s not a woo-woo thing, that’s just real that every single person at some point feels, unless they’re very lucky, that the work they’re doing or their life that they’ve built around them doesn’t fit. And that’s because there’s a misalignment between the story they’re out there telling and the story that wants to live through them. 

Jon: Say that again slowly. I think this is the point. 

Michael: Yeah, everybody, certainly myself among them, at some point feels like the story they’re building out in the world, what they’re part of, their work the life that’s built around them is out of alignment or intention with the story that wants to live through them and who they really are. And resolving that tension happens when we do that deeper inner work and bring those stories into alignment. It’s rarely a comfortable process, right. People do it in all sorts of ways through therapy, through soul seeking, through dumping their life out and putting the pieces back together like a jigsaw puzzle. But at some point, that’s what wants to happen.  Then when we share that story the results of that process that becomes a really really powerful thing that community can build around. 

Jon: I love that! But I do think that it’s in some sense a radical concept to presume that there’s a story that wants to live through me. I think that most people are thinking, this is kind of where we started, is when they think about storytelling they well I can just make up the most clever manipulative story that fits the model of selling. Whatever it is I want to sell as opposed to being willing to listen and wait and then actually hear the answer and then actually respond to that. I mean that’s a fairly, I would say, sophisticated spiritual process. 

Michael: Sneakily, I use story and story coaching as kind of a Trojan horse to talk about these deeper, you know, spiritual or personal growth concepts. Because if people really want to tell a story that sticks than it wants to be told from that deeper level of connection. 

Jon: Yeah, I think what you said was that you wouldn’t disagree with me. That it’s a fairly sophisticated spiritual concept to assume there is a story that wants to be told through you.
Yeah Alright, so we have some people online. Who has a challenge or an issue or a question around the stuff that we’re talking about here today? You can raise your hand. Judith has a question.  Thanks so much for joining us. 

Judith: Hello. Hi Michael. How are you? 

Michael: Santa Fe looks good on you! 

Judith: Yes thank you! I’m enjoying it, it’s great.  You know, there are a few things. You said so many things they were really great. I came in when you said story is real and that just like Whoa I just got my money’s worth! That really resonated deeply with me. I think it’s interesting that you’re having this conversation about story versus business versus woo-woo and I think that is – I don’t know if this is a question or a comment and it might be both – I think that that’s an indicator of how far we have moved away from what it means to be human. Because the truth is there is no, in my view, real distinction between story, what we do our business our work, and this idea. You know, I once looked up the definition of woo-woo and woo-woo is something that can’t be scientifically validated and everything we’ve talked about is scientifically validated. We know that story has existed that this was how we passed information on for millennia until we learned how to write and then even after that because not everybody knew how to write. And then now that everybody knows how to write we’ve let go of these very fundamental human qualities. I think that we’re I struggle – and perhaps this is my question – and we’re many of us struggle who grew up in this modern era is that we don’t understand what real story is. It’s just become a foreign concept. So even though it’s innate to who we are to being human and that there really cannot be, and is no conflict with what it means to run a business. It’s still something that I, and I imagine others, struggle with. So if that’s a question? 

Michael: I think there a question in there. 

Jon: What’s the, How would you describe the struggle? What’s your struggle with it because you seem clear that story is real? 

Judith: Yeah I think the struggle is that when we get into business mode we put up the barriers and we stick to the facts, as Michael was saying earlier, that we just focus on the factual and we don’t get into the deeper stuff which is where people connect. And as Michael knows, I actually teach this I teach about human emotion and connection and that if we want to be successful it’s the emotional connection. And yet I even still find myself in the way I might be approaching potential business clients who are businesses with just the facts. 

Michael: I was gonna add you don’t just teach this stuff to anyone though, you teach it to Lawyers. So you go into the places that are most disconnected. I just wanted to add that because you glossed over it.

Jon: Yeah, Michael do you want to answer? 

Michael: Yeah, I have a thought. I think you’re absolutely right. Because, you know, there’s inertia and all of the structures, particularly in conventional businesses, all the structures are in place to support a fairly shallow level of connection and being. 

Judith: Yes Yes 

Michael: So, what’s necessary, and I’ve had some beautiful experiences of this recently, is to create experiences where people get to have the embodied experience of sharing story deeply and allowing the stories that are shared to reveal, for example core values for a team or to reveal strategic opportunities. Instead of coming at it from a very left-brained rational way. Because if we try to tell people that the way they’re doing things is deeply extractive and responsible for everything terrible in the world that doesn’t work. I had this beautiful experience on Friday where I created a story experience for people where in the space of 30 minutes they shared really deeply with each other. These are people who have worked together for years and they came out of that experience just with tears in their eyes profoundly grateful because in those 30 minutes so much stress and so much disconnection fell away. And that created enough curiosity in them to get them to ask well what do we do, right? We’ve had this experience how do we do it? Because it’s so short and so simple, they are leaders in their organization, they can bring that back to their teams. But if we just go in and start doing things a different way it won’t land. How do we invite people to participate in this different way of being? I think that’s what you give people in your classes as well. You give them tools that allow them to move differently, I think. 

Judith: I do yes I do. And yet I find in my own experience when I’m thinking about myself I actually have a tendency to go more toward the less emotional and the more factual. I find that to be a curious conundrum. What you said just now I think is an opportunity for me to notice when I’m going in that direction and bring myself back. So thank you. 

Jon: Yeah and I think that that’s exactly the process, I mean Buddhism, for example, you know talks about the human condition and how we get stuck in our patterns. I know a little bit about recovery and it’s like you don’t undo what you’ve been doing for an entire lifetime in a short period of time. And as a culture this moving away from, as you said at the beginning, being more human. I think my Michael’s approach to storytelling and what we’re talking about in terms of this story that wants to be told is very deeply human and we all have these patterns and tendencies to go off into “Show me the money! I’ve got to make a buck!” or whatever the other story is a cultural one. I’m also a fan of a group called the Pachamama Alliance which taps into the wisdom from the indigenous people of the rainforest. They call it the dream. You know they say It isn’t just enough to stop the drilling we have to change the dream. I think that’s very similarly the same thing. We have to be more human recognized that we’re part of nature, what our true nature is and so forth. Anyway hopefully that helps reinforce what you’re asking about. It is like we’re talking about earlier I mean it is a practice and it’s a skill just like meditation and other forms of alignment doesn’t happen in a day it’s a practice and a skill that you develop. This being more human and what I’ve learned from Michael in terms of working my own finding the story that wants to be told you know it’s a process that goes on literally over years. Some people might say that’s the bad news other people say we get to enjoy the journey. 

Michael: Yes and the other thing I’d add to that is people are hungry for this. I know Judith you’ve seen this with your students and I’ve seen it you know when I walk into a room of like conservative business people in suits there’s always part of me that’s like this is the time it’s not going to work. And every time they have a pretty profound experience and they’re very curious about what they can do with it. So I think there is a deep hunger that people maybe aren’t aware of until they have an experience of something different that’s simple and doesn’t come across as you know super-spiritual or crystal slinging. It’s one of the reasons I love working with story. Its story everybody can work with story. There’s no you know sure I always wear my white robes and I’m my little golden crown but other than that I’m just like them! 

Jon: That’s a very funny image Michael! 

Judith: Yeah, I’d love to see you in your white robe and gold! 

Michael: That’s never gonna happen 

Judith: You know it’s really true, I’m no longer distracted by the suits and ties because nothing enough times the human shows up the experience they’re really there to get something. When there are the cynics in the room it’s always really surprising and enjoyable to see them look up and go “huh, what something’s happening here” and you know there’s not as much resistance as we might imagine. But the continuity I think is what’s important to both of your points and to Jon’s point a moment ago and creating that continuity I think is where people run into a challenge. It’s really easy to just fall back and this has been working it’s not comfortable but it’s been working so far so I’m just gonna keep doing it. 

Jon: Thank you so much! I really appreciate you coming on being willing to show your face and be present in the video 

Judith: Thank you! I’ve been enjoying it. 

Michael: Something that Judith said feels very very powerful because I know especially when I talk about story it can get a little bit esoteric and it goes you know kind of like conceptual and big up here. So I think it’s really useful to bring it back to something really concrete which is my favorite thing. This comes from the social transformation project and it’s the wheel of change. I think we’ve talked about it Jon. 

Jon: I’m not sure what’s a social transformation project is. 

Michael: The social transformation project comes out of either Berkeley or Oakland. But they have a whole bunch of amazing tools that are all about you know social transformation and one of them is called the wheel of change. And the wheel of change is very very simple. It’s basically, you have a change you want to create, so I want people to tell stories in a more human way and bring humanity back into the workplace and their businesses. Cool, that’s the first part it’s hearts and minds, right. There has to be a shared desire to create that change. Which doesn’t do anything. A shared desire is lovely but it just sits there. Then you need behaviors, what are the behaviors we want to shift, right. So in my case, I would love the behavior is deeper listening, right. I want people to see each other’s deep humanity and relate to each other in the world around them in a profoundly different more co-creative way. Those pretty big behaviors but those won’t happen on their own because there are so many structures in place to either inhibit those behaviors or promote the opposite behaviors, right. So then the third part is structured. This is what Judith’s point triggered. If we don’t put structures in place to reinforce the desired behavior then nothing will change and that’s where a lot of organizations and individuals stumble because they don’t put the structures in place. Those structures can be something, I just worked with the group I was like hey you’re not allowed to have any meetings that are longer than 45 minutes and here’s how every meeting needs to start with three deep breaths. Great. That’s a very concrete structure. Another one would be, you need to do quarterly story circles where you get together and you go through this process. That’s a structure to reinforce the behavior. That’s how we create change in a systematic and strategic way. It’s not just about information and about desire. It’s also how do we put really powerful structures in place to support this new way of being. 

Jon: Fabulous! I love that you brought it back to the concrete that way. Alright well, I think we made an awesome new episode of Video Mojo, which my podcast and video blog. Find it everywhere or if you’re interested in more information my website is combridges.com Where do they find if they want more Michael Kass where do they go? 

Michael: They could find me at Storyandspirit.org 

Jon: Okay awesome, Michael has all kinds of awesome services and things that he uses stuff and things yeah! 

Michael: So check it out and feel free to get in touch. 

Jon: Yeah, so Welcome and thank you all for being here live thank you for listening to the recording. Thank You, Michael, so much for your time and presence and the teachings and the mission that you’re carrying forward I really admire and respect it. 

Michael: Back tell you Mr. Leland.  Thank you for having me. 

Jon: You’re welcome, Thanks again. And as I say at the end of every episode, See you next week!

How to Achieve Your 2020 Content Marketing Goals + Recommended Resources Help You Get There

Blessings on your Holidays and wishing you vibrant good health, chuckles of happiness and easeful prosperity in the New Year.

Setting yourself up to achieve your 2020 goals sounds simple… and it is!

But, doing what you want to do does require taking some simple action steps. And, you have to take them! 😄 Some essential elements of embracing your goals are illuminated in this week’s Video Mojo:

This Weeks Power Briefing, How to Achieve Your 2020 Content Marketing Goals + Recommended Resources

In the world of content marketing, there are also strategic steps that you can take to get where you want to go. One of those steps, finding my “content tilt,” is at the top of my list of 2020 goals. I’m learning a lot from the book, “Content Inc.” as you will see.

The resources that are offered in this video (links below) can also help point you and your online presence in a more productive direction as well.

I am wishing you all the Happiest and Healthiest New Year Ever!

Here are the RESOURCE LINKS mentioned in this week’s video:

​Content Marketing Institute
https://contentmarketinginstitute.com/

Joe Pullizzi’s book, “Content Inc.”
https://www.joepulizzi.com/books/content-inc/

Bullet Journaling
https://bulletjournal.com/

VIDEO TRANSCRIPT:

How to Achieve Your 2020 Content Marketing Goals + Recommended Resources Help You Get There

Hi and welcome to another episode of Video Mojo. My name is Jon Leland and I’m your guide on this exploration of both timeless marketing communication principles and up-to-the-minute resources, tools, tips, and that kind of thing. 

Today we are taking on goal setting and how to achieve your goals for 2020 and the year to come.

Recommended Resource: Joe Pullizzi’s book, “Content Inc.”

I want to start with a couple of resources. One is Joe Pullizzi and the Content Marketing Institute and, in particular, his book Content Inc. It’s a classic. It’s been around for a couple of years. I’ve been following Joe and his “partner-in-crime,” Robert Rose, on their podcast called This Old Marketing. And that is also a recommended resource. They are two of the most intelligent, resourceful, strategic people in the whole world of content marketing. Joe’s book, Content Inc. is particularly powerful because of its model and its model has inspired one of my goals for 2020. I’ll get into that in a minute. 

A Fundamental Action Step: Write Down Your Goals on Paper

The first tip, in his book which is about content marketing and a strategy… he has a whole methodology for it. Pulizzi starts out talking about goals. I really appreciated the down-to-earth practicality of it and he says two things that I think are crucial for anyone to achieve their goals next year or whenever.  

The first one is very basic but very few people do it: Write Your Goals Down. It’s really important to write them down. I will also share another resource which is called Bullet Journaling. Not everybody knows about Bullet Journaling. This is my bullet journal and pen right here. It’s something that I’ve used extensively. 

The tactile experience of writing to-do lists, of writing a goal, of writing a plan has really had a profound effect. It’s been really good for me to get away from the screen, and to be present to that. 

And that is one of the, everybody agrees, main thing with goals. I know a lot of people are afraid to set goals. I’ve personally experienced the vulnerability of “God, if I write this down and I set this goal, what happens if I don’t achieve it?” The worst thing that can happen is you had a vision and a goal and you didn’t achieve it. It’s not the end of the world and we could do a whole podcast about failures and how everybody, including the most successful people in the world, has had their share of failures. So it’s really not a horrible outcome but we all have our fears. 

Some people resist goals, they’re afraid to write goals. Don’t be afraid and write them down. 

Fundamental Action Step #2: Look at Your Goals Daily 

The second thing that Joe points out, which I think is even more challenging, is to look at those goals every day. So I’m reinforcing that and also offering the resource. 

Then in my own spirit of vulnerability, in the adventure, I want to share that the second part of Joe’s strategy about content marketing really hooked me in. He talks about how important it is to have a “sweet spot” that overlaps your passion and your skill set. Then, the second phase of the content in Content Marketing Model is called “Content Tilt” and that is where you get your unique voice. 

You’ve picked a niche, you’ve found where the overlap is between your passion and your skill set. But then, what’s unique about you and your voice? And that’s something that I’ve really been exploring for myself and that’s one of my goals for 2020. I’ve made progress on this. 

A friend of mine helped me see just this morning that a lot of what I do is Timeless Marketing Communications Wisdom. For decades I’ve been doing marketing communications, in video before digital media. And the principles that apply in terms of relationship building, authenticity, having a real message, that’s the kind of thing that I’m very committed to. 

I also am – a friend of mine calls me – the “Google of Marketing Technology.” I test out, experiment with, play with, all kinds of marketing tools from software, to digital strategies, to social media, to, as I hope you know by now, online video in particular. 

So next week I’ll get into some online marketing technologies but that’s my second goal—to really do more. This year has been a big breakthrough for me because I’ve started this video blog. Next year I want to really bring these tools to bear with more consistent video communications for all of my friends, relationships and in particular clients and prospective clients. 

Bonus Fundamental Tip #3: Share Your Goals

So what are your goals for 2020? A third technique that I can recommend, call this the “bonus,” but this is where some real juice can come into it, is to share your goals. You can share it with another person. I certainly recommend you choose one of the people who you find really supportive in your life because your goals can get trampled upon by somebody who’s a “Doubting Thomas,” as they say. 

So another way to do that would be to share it with us. You can put it in the comments on the podcast, the comments on the YouTube video, or the comments on any social media where I post these video blog posts and podcasts. I’d love to hear from you; but there’s something in it for you, if you share your goals publicly and with other people. Again, be careful and if you don’t feel that’s appropriate no problem. 

But if you’d like to share your goals for 2020 I would love to hear them and see what I could do to support them. I’m always so grateful for your time and attention and I really look forward to your comments suggestions and feedback.

Thanks again for being here. Happy Holidays! And I’ll see you next week!

Why a Website Without ROI is like a Bank Account without Money

As a digital marketing strategist, I HATE seeing businesses waste their money with ineffective websites and lame online marketing.

For this reason, I champion strategies that produce real tangible results. Why would you have it any other way?

In this week’s Digital Marketing Power Briefing video, I address both the challenges and the strategies that are part of a website that produces a measurable return on investment (ROI):

This weeks Power Briefing, Why a Website without ROI is like a Bank Account without Money

Don’t fall for the “get rich quick” BS or let yourself be overwhelmed by all the software options. Your web presence should impact your bottom line, and that’s the real bottom line! 🙂 

EDITED VIDEO TRANSCRIPT:

Hi, and welcome to this week’s digital marketing Power Briefing. My name is Jon Leland and I’m a digital marketing strategist and this week we’re talking about why a website without ROI is like a bank account without money. 

You know, we do online marketing for a lot of reasons, I’ll start with a quick caveat and say, you know if all your business needs is a brochure website: great, no problem, good for you. 

But if you’re looking for your website to be part of a marketing plan, if you’re looking for your website to be part of a business plan then it needs to have a return on investment. There needs to be a real ROI, it’s common sense of course; but so many businesses have websites and no real strategy to get a return on investment and it’s easy to understand. 

Digital marketing, online marketing can be frustrating. It can be overwhelming and worst of all, it can be infested with get-rich-quick schemers and unprofessional, you know, marketing people that just don’t get the job done and get a return. 

I’m here to tell you that online marketing could be fun, it can be about creating meaningful relationships. I hope that’s what we’re doing here, that I’m communicating some value and you appreciate what’s being offered. 

Regardless of whether we ever do business together, business is about relationships. Websites need to build relationships for the long-term and have a strategy with multiple touches then you can get a real return on investment, a real ROI. That makes digital marketing a whole different animal, a whole different ball game. 

So, don’t fall for all the BS, don’t waste your time on BS, get real marketing strategies that are designed for a real return, even if you have to experiment and take action. 

Have a plan, have a marketing plan, have a business plan, and work strategies that produce a real return on investment. 

I want to keep this video short but if you’re interested in more information about what I call Relationship Funnels, which is a strategy that returns on the investment then go to bit.ly/website-broken. And that’s this week’s digital marketing Power Briefing. 

I look forward to your feedback, let me know what else you want to hear about. Subscribe, follow, and all that good stuff. Thanks so much for your attention, bye for now!

Why “SEO” is So “Yesterday” For Small Business Online Marketing

This week’s Digital Marketing Power Briefing video (below) is about an online marketing subject that is widely understood, and in my opinion, it has become quite passé for businesses looking for immediate results.

In fact, SEO is often the first kind of marketing support that people request after they’ve done a website redesign. The truth is that for lots of businesses, SEO is the only website marketing strategy that they have ever heard of! Sad but true. But SEO is not really a strategy, it’s only one tool among many; and in many ways, it’s out of date… or “so yesterday!” 😎

I made this video to explain why:

This week’s Digital Marketing Power Briefing video. Your feedback please. Any questions? What would you like me to cover in future weeks?

I’m not saying that SEO is meaningless, but in terms of online marketing strategies that can produce REAL results, in a reasonably short period of time, it has become, well, passé.

I’m passionate about this subject because I’m committed to supporting progressive and forward-thinking organizations to make a difference, and that means implementing digital marketing strategies that produce tangible results (like list-building and opportunities for multiple “touches”). This is important because these “more modern” strategies help build meaningful relationships and offer a respectable ROI.

I don’t think that’s too much to ask from an investment in marketing. Do you?

I explain more about why SEO is so “yesterday” for small business online marketing in this video, OR if you want to hear about the very modern strategy that I call “Relationship Funnels,” please check out my “Your Website is Broken Power Briefing” videos herehttp://bit.ly/website-broken 

Thanks for watching and I look forward to hearing from you.

Edited video transcript:

Hi, my name is Jon Leland and I’m a digital marketing strategist. This is another in my new weekly series of digital marketing Power Briefings. Today I’m talking about SEO and why SEO (Search Engine Optimization) is so yesterday in terms of small business online marketing. 

Businesses say they need help with “SEO” when they mean lead generation.

In fact, I get inquiries in my business from small businesses looking for SEO services. (They say:) “We need more SEO on our website.” Really they’re not talking about SEO, they’re talking about we need more traffic, which really means we need more business. And those are really different things! 

SEO is just one way to drive more traffic but just driving more traffic is not a digital marketing strategy. 

Have You Asked “What Happens Next?”

So let’s dig into it. I have four specific reasons to share with you. First of all, I really need to say that when you think about a digital marketing strategy, the question that I always want businesses to think about is “what happens next?” 

That’s a really important question because to me, marketing and business in general is really about relationships. I’m making this video as an invitation for us to have more of a relationship; and relationships happen through multiple touches, through interactions, through ongoing presence in the marketplace… having a real conversation. 

Just getting traffic to your website does not create a conversation. 

If you’re interested in more about how that kind of relationship develops, I want to invite you to the bigger Power Briefing (video) that’s at http://bit.ly/website-broken. That’s where I really delve into Relationship Funnels. 

So sorry for the unabashed little promo there, but that is where I talk about this with more depth.

TIME TO MARKET: What’s Your Time Window to Get Results? 

Let’s talk about the four reasons why SEO is so yesterday in terms of online marketing. 

The first reason that SEO is really kind of “yesterday” has to do with the time frame or the time to market, you know, how long are you willing to wait to get the traffic that you want in order to have the meaningful interactions that you need. 

SEO as a strategy takes at least six months, probably six months to a year, as opposed to Facebook Ads or Google Ads, or what have you. Those can get a more immediate result. 

So, that’s something that a lot of businesses don’t really understand, (and many) don’t really have the patience, or sometimes they need the cash flow quicker, so they need faster results. 

So, thinking about implementing a strategy that’s a long-term commitment like six months to a year to get SEO traffic is has obvious limitations. 

LIMITED TARGETING: What’s Your Targeting Strategy?

The second reason that SEO is pretty “yesterday” is the limited nature of the targeting. When you work an SEO strategy, on the organic side of Search Engine Optimization, you really are looking at building a web page-per-keyword phrase. And that’s really pretty clunky in terms of the ability to get your message out there. 

The targeting, for example, with Google Ads, you have no limit to the number of keyword phrases, as opposed to needing landing pages that are optimized for each keyword phrase that you want to target and bring traffic, attract traffic with. 

So, SEO is also pretty yesterday given the fact that the targeting is so limited. 

RELATIONSHIP BUILDING REQUIRES MULTIPLE TOUCHES

The third reason that I don’t think that SEO is a very viable approach right now is that it doesn’t reflect a marketing strategy. 

A real relationship building, marketing strategy requires multiple touches. When people say they need SEO on their website, they’re only thinking about the need for more traffic. They’re not thinking about a strategic process that involves multiple touches, real engagement, and real relationship building.

And the other reason that SEO is very limited from the point of view of relationship-building is it doesn’t involve any remarketing. When you install the Facebook Pixel on a website, you have the ability to remarket to those people. When you make your email list a custom audience for example, inside Facebook advertising, again you’re having multiple follow-ups and multiple touches.

SEO just doesn’t have that capability. 

FLEXIBILITY & CHOICE

The fourth and final reason is flexibility and choice. I look at digital marketing as a kind of experimentation and you really want to involve lots of different ways to bring traffic to your website and begin the process of engagement, relationship building and multiple touches.

SEO it’s not a strategy. It is a way to bring organic traffic; but it is a very limited one and something that I am saying is “yesterday.”

And again if you’re interested in an approach to real relationship building, I want to invite you to check out my Relationship Funnel Power Briefing at http://bit.ly/website-broken. Most websites are broken because they’re not doing the kind of engagement that I’m talking about. 

So, in summary, SEO is a limited strategy, I want you to get involved in more, real relationship building, with multiple touches, and an ongoing presence in the marketplace. 

I hope that this video was useful and valuable, as that’s what these Power Briefings are all about. 

Please let me know what you want me to cover in future weeks. I’m happy to do that. And thank you so much for your kind attention, I really appreciate it and I look forward to hearing from you!

Video Invitation to the “Your Website is Broken!” Power Briefing

Your Invitation to a Free Video Power Briefing on Meaningful Digital Marketing

The video invitation below is kind of a big deal for me because I’m swinging out in a new way.

It’s not that I’ve produced another video in order to try to be helpful. Rather, it’s because my new “Power Briefing” videos are designed to create a different kind of engagement and that’s something I’m highly recommending and trying to model her for clients and prospects.

Metaphorically speaking, you could say that I am now “eating my own cooking.”  This is the first sales funnel—a sequence of the two videos with lead capture landing pages, & more—that I’ve ever created for my own company. Please click the image below to view my personal video invitation to check this out:

Your Website is Broken Video

As a digital marketing strategist, I have to ask: 
Does your website produce meaningful results?

Most websites are “broken” because they don’t authentically connect with prospects. That’s why this video invitation leads to a two-part “Power Briefing” about what I call “Relationship Funnels.” I’m honestly wondering if these are the most valuable pieces of free content that I’ve ever created?

I’d love to hear what you think!

If you want to skip straight to the Power Briefing, please check it out here: bit.ly/website-broken 

Video Post: How to Do Lead Generation that is Fun and Meaningful, Not Spammy or Sleazy

Spammy, sleazy online marketers have given “lead generation” a bad name. But it doesn’t have to be that way!

So, I’ve created a new video blog post to explain how—when you put “leading with value” and being of service first—marketing online can become more fun and meaningful.

Click the video below to watch now.

Lead Generation that is Fun and Meaning, Not Spammy or Sleazy Video

Edited Video Transcript:

What Lead Generation is NOT

This video came about because of an online conversation where a woman was asking about how do I do lead gen. Just the idea of lead gen or lead generation kind of made her skin crawl because she associated it with the get-rich-quick schemers that are out there pitching digital marketing day and night on the web.

When I talk about lead generation, I’m not talking about that kind of get-rich-quick sales pitch, go get them, you know, hustle until you die type of attitude. That’s not who I am. That’s not how I approach it. 

How I DO approach it is from the point of view of relationship building. Relationship building is a whole different thing when you talk about lead generation and it involves authentic value. I use the term “leading with value.” 

Authentic Marketing Feels Good Because It Is About Relationship Building

First of all, in order to do lead generation that feels good—that is going to really actually work in the long run—you need to offer something of value. You need to give a gift or a service. (For example), I’m doing this video for you because I think this information is important, and because I intend it to be valuable and useful. You have to determine whether I succeed at that, but I’m here because I want to be of service. 

So, immediately for me lead generation is not spammy. It’s not sleazy. I’m authentically trying to be of service. So, any good relationship building-oriented lead generation starts with value and it immediately feels good because you’re being of service. 

Relationship Building Means Offering Real Gifts that Are Truly Valuable

It also begins a real conversation because authentically you’re contributing value. You’re building a relationship. You’re not saying take, take, take, give it to me, give it to me.

You’re saying here, I’m here and I want to be of service. I have something valuable to offer and the relationship building then becomes a kind of what I’ve heard called the “pink spoon,” like at the ice cream store where they give you a free taste. 

So, it becomes something, in a way, delicious, right? 

You’re offering a free taste, a sweet taste, of what you have to offer that’s authentically valuable. And when you offer something that’s of value, then your ideal prospects appreciate it. You’re not looking for just any leads. You’re looking for leads who are your ideal customers, your target audience. 

And when you offer something of value, when you lead with value with that opt-in, incentive, free ebook, webinar, or organic social video like this, then you’re going to attract the people who are a natural fit for your message.

You’re not looking for everybody. You’re looking for the people who are your tribe or your community, and you want to build a relationship with them. 

Being of Services Makes Lead Generation Fun Because It Feels Good

So, you start out by being of service and you feel good about that. 

Then, next, you’re connecting with the people who are the right people for your service or product by offering them a sweet taste. In this way, it becomes a kind of a fun exchange where you’re putting yourself out there. It doesn’t have to be a fearful thing because you’re going for the people who are the right fit for you. And then that synergy begins to happen. And so lead generation authentically does become relationship building and when you approach it that way then lead generation becomes even more than relationship building. It becomes about building a long-term conversation which can become a long-term relationship. 

And, to tell you the truth about myself, I’ve not been doing as much of this kind of being of service as I want to. 

So, my request for you today is to let me know, is this valuable? Do you want more kinds of videos like this? 

Because I’m intending to be here more regularly, more frequently, in order to engage with you in a conversation and hopefully attract the right organizations and the right people who can value the kind of services that I provide… and my company, ComBridges provides. 

I look forward to hearing from you. I hope this has been valuable and thank you so much for watching!

Go Beyond Storytelling – Hear Your Authentic Voice with New Ears

“I’m trying to say out loud the things that my soul is streaming.”

— Tim Grahl at ConvertKit’s Craft & Commerce conference

I’m delighted to report that my soul is showing me ways to discover what wants to be said, rather than “should-ing” myself into trying harder via the “buzzword du jour” (which is most likely “storytelling”).

It’s a subtle distinction that’s requiring me to up my awareness so that I can distinguish a story that’s naturally in tune with my soul’s “streaming” vs trying to make something happen. Joyfully, recently, in a number of ways (including those described below), the Universe has been teaching me to pay more attention to these kinds of authentic messages.

A Blast From the Past

The Artist Formerly Known as Dancing Bear.

Recently, I reconnected with the importance of authentic storytelling at a workshop with Michael Kass in San Francisco. Very unexpectedly, I found myself rediscovering the story of how I got and then embraced the name “Dancing Bear” in the 1970’s. The story that emerged re-energized the ways that that name still resonates for me. (For more on this, read “The Revolutionary Resonances of Dancing Bear” on Medium.)

Connecting with My Business Creator Tribe

Even more recently (in early June), I traveled to Boise, Idaho to attend the Craft & Commerce conference put on my email marketing provider-of-choice, ConvertKit (affiliate link), “an email marketing platform designed specifically for creators.”

Not only did I hear a quite dazzling array of main stage speakers (including the ones quoted above and shown below); but more importantly, I felt connected to a business (my email marketing service provider) as a community or tribe. Who knew that this was possible? And, because it was so real, so fun, and so inspiring, that’s another story that, for me, wants to be told.

A BUSINESS THAT STANDS ON VALUES

Suffice it to say that it is inspiring for me to partner with a business that stands on its values to such an extent that their service becomes as much (or more?) about the way they connect people than it is about making money… or even making great software. And, of course, they are making money and making great software.

What made this conference so special is what makes ConvertKit so special, and that’s their commitment to “creators.” It’s not just a “lip service commitment” as evidenced by the extraordinary collection of creators that Craft & Commerce attracted and the quality of the uplifting, valuable speakers that they curated. That’s was meaningful.

That’s what made me go to the conference. I had a sense of this from their culture which promotes values like “Create Everyday,” “Work in Public,” “Teach Everything You Know,” and the new one that was on the t-shirt we all received, “Default to Generosity.” The experience of the community of creators who share these values and the individual creators who I met there took this to a whole new level. I’m already committed to going back again next year, and that says a lot!

Yours truly with Nathan Barry, Founder & CEO of ConvertKit.

Recommended Resources: Luscious Links

  • Running Down a Dream: Your Road Map to Winning Creative Battles
    by Tim Grahl
    Tim was one of the main stage speakers as the ConvertKit conference and I’ve been really valuing the vulnerability and insights that he shares in this book. It’s a kind of extension of one of my favorite all time books, “The War of Art” by Steven Pressfield.
  • ConvertKit email marketing software
    As discussed above, this company excites me through a unique combination of its culture, its software and its focus on serving Creators of all kinds to make a living from their creative work.

Thanks for reading!