Episode #004: Marketing Complacency, Optimizing your Content, and Progressive Profiling

Duration: 10 min, 01 sec.

Summary:

 • “Lessons About Marketing Complacency I Had to Learn the Hard Way” by Alexander Valencia

 • What is SEO? A starting point for learning how to optimize your content

 • Progressive Profiling: A Marketers Answer to the Death of Cookies by Masooma Memon

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Links from this episode:

 • Lessons About Marketing Complacency I Had to Learn the Hard Way

 • What is SEO? A starting point for learning how to optimize your content

 • NY Times Bestselling Author Torn Apart for Not Reading Books (thewrap.com)

 • Progressive Profiling: A Marketers Answer to the Death of Cookies

Rough Transcript:

Thanks for giving me a listen.

I chose a selection of items for today with a theme of complacency, needing to change, being forced to change.

I’ve got an article titled “Lessons About Marketing Complacency I Had to Learn the Hard Way” by Alexander Valencia

An article I wrote called “What is SEO? A starting point for learning how to optimize your content”

I’ll also touch on Neil Patel’s snafu from this past week.

And “Progressive Profiling,” what is it, and why do you need to know about it.

All this and a little more. The date is Sunday, June 13, 2021. The time is 1800 hrs, and you’re listening to Episode #4 of Communicate For Effect.

Segment 1

First off, yes, I decided to get an intro and outro. I got this off Fiverr if you’re also thinking of getting one, and honestly, it didn’t really cost that much.

So I’m going to stick with the 3-segment format and run with this intro and outro for a while and see how I like it.

On today’s theme of complacency and change.

I think it’s something we’ve all grown more accustomed to during this pandemic year, but even before the pandemic, a favorite phrase told to me and one that I would repeat whenever appropriate, is “get comfortable being uncomfortable.”

Everything changes. Sometimes the rate of change speeds up or slows down, but you don’t want to be caught flat-footed when it’s time to reframe and make some changes to how you do business. So I’ve got a few items that address this topic with regards to your digital comms efforts.

The first one is Alexander Valencia’s article in Entrepreneur called, “Lessons About Marketing Complacency I Had to Learn the Hard Way.”

Alexander is an Entrepreneur, runs a digital marketing agency. He reflects on the past two years or so, and from the article, it sounds as though his business was ramping up in 2020, they were hiring people and expanding his business.

And then COVID hit and he outlines some of the items he learned the hard way this past year.

Number one, he says, is to diversify your prospecting. For his business model, they were heavily dependant upon in-person conferences for lead generation. COVID changed all that and he points to needing to look to other areas like email marketing, social media marketing, and SEO to help cover down on his losses from those in-person conferences he used.

Building systems to scale, or in my words, setting conditions so that you can sustain the quality of services that you provide as you ramp up and expand your operations.

Creating a sales machine. In 2020 they quote, “had their heads down working on our countless client projects” endquote, and did not have a sales system to continue that pipeline for client projects. They fixed this by hiring a sales consultant to get them to a better position.

Finally, think five years ahead. He says to make sure you have a Plan B, C, D, etc. In the military, we called these branch plans.

From my foxhole, the point of planning is not necessarily to create the perfect plan. There is no perfect plan and as soon as you think you have one, something is going to change that forces you to adapt. Instead, you create a plan and then have a number of branch plans, or deviations, at different points along the path going forward. By going through the planning process like this, and working on the different branch plans,  you are learning and understanding all the different variables which makes it then easier to adapt your plan in the future.

So, I’ll put a link to his article in the show notes.

Segment 2

Segment two is from the June 11th blogpost on my site called, “What is SEO? A starting point for learning how to optimize your content.”

It gives a quick explanation about Search Engine Optimization, what it is, how it works, and then some of the basic ways to optimize your content.

The goal of using SEO techniques is to increase the quantity and quality of the traffic coming to your website via organic search engine results, as opposed to paying for advertisements to rank higher on the page. The search engine algorithms are always being updated so the techniques you use this year, may not work as well next year.

I touch on the basics of SEO being keywords, content, HTML tags, links, and provide a couple of resources that are out there to take a look at for more info.

I could write individual posts on each of these topics, and other SEO topics, but feel like I need to first get a larger pool of these simple, overview-kind-of-posts on my own site before I jump into the more detailed aspects on these topics.

Also on the topic of SEO from this week, Neil Patel had a bit of a snafu.

Neil Patel is a well-known, digital marketing/SEO kind of guy.

And if you didn’t see it, this past Thursday he posted a YouTube video and amplifying posts about why he doesn’t read books anymore.

In a nutshell, he said the only books he reads anymore are books for his kids and the information that isn’t outdated can be found on YouTube, which delivers information faster. He suggested watching videos, reading blogs, and getting information from social media rather than reading books.

And then the comments starting coming in and damn, the Twitterverse went on the attack.

You can of course read books AND watch videos, read blogs, etc, but he was torn up that day.

Every day on Twitter, someone is it –  the negative ‘it’ – and you don’t want to be it. Well this past Thursday, Neil was it. That said, he’ll be ok.

If you’re in this business putting stuff out there for the world to see, you’re going to have some snafus along the way.

Segment 3

For the last segment, let’s talk about change with regards to third-party cookies.

Third-party cookies are stored under a different domain than the one you are currently visiting. It can help track users between websites so that advertisers can display more relevant ads as you are moving from one site to another site.

That said, they are going to disappear soon. Google plans to end Chrome’s use of third-party cookies in 2022, Safari ended their use in 2020, and Firefox ended them back in 2019.

So this article by Masooma Memon on the ConvertFlow website talks about Progressive Profiling as an answer to the death of third-party cookies.

What is it? She writes, quote “Progressive profiling is about building up a profile of individual website visitors and leads over time—pages they’ve clicked on, segments they fall into, their likes, dislikes, etc.”

It’s about using your first-party cookies to build your own data bank of information, and she outlines how to do that with your buyer’s journey map, conversion forms, sales funnels, and retargeting people on your site. It’s stuff that digital marketers already do.

I think what it really means is that with the death of third-party cookies, you will have to reply on your own development and your own resources more to get better information about potential customers.

So back to the theme of the day – complacency, needing to change, and being forced to change – this is a “being forced to change” item so start your preparation now if you haven’t already.

Wrap Up

And that’s it for number four. 

If you have any questions or comments for me, just go to 46alpha.com and shoot me a note.

At home here, we’re looking at schedules right now, and I could be out next week. I’m not at the point where I’m ready to do this mobile yet, I’m barely at the point of doing these in the office.

So if I am away, I’ll be back up the week after.

Thanks again, and here’s my new outro….

 

Mike Nicholson

I've spent my career working in a variety of Strategic Communications, Public Relations, Public Affairs, Information Operations, and Executive Outreach positions. With a history of planning, preparing, executing, and assessing communication strategies in the U.S. and abroad, I use this site to write, think and share lessons learned on organizational communications.

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