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What is an ‘essential’ business anyway? A cheat sheet for getting through the COVID-19 pandemic

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State governments have offered confusing guidance on what qualifies as “essential” or “nonessential” businesses, leaving it up to individual companies to designate themselves.

Living in times of coronavirus means getting comfy with pandemic lingo. Phrases like “social distancing,” “self-quarantine,” and “flatten the curve” are cropping up everywhere, and if you don’t get smart to them, you’re going to get left in the dust.

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What The Coronavirus (COVID-19) Means For Marketers

This may be of some interest.

By now you have heard about the Coronavirus.

The sad reality is that it is spreading quickly and will continue to spread for a while.

Did you know that we are getting roughly 13,000 new cases a day and it’s growing fast?

No one really knows how many people will be infected (or will pass away sadly), but it has caused the global stock markets to crash, which means as a business (or even a marketer), you will be affected.

And because my ad agency works with hundreds of companies in all the major sectors and we have 7 offices around the world, we are already starting to see how it is impacting marketing (I’ll share the data below).

So what does this mean for you?

Well, before I go into that, let me be clear on what marketers should NOT do.

Don’t exploit the situation

The first thing we are seeing is people trying to exploit fear.

What I mean by this is supplies are running low around the world. From masks and toilet paper to hand sanitizer and other basic necessities… I am seeing marketers buying them and then reselling them on eBay or running ads and selling them for 10-50x the price.

This isn’t entrepreneurship and this isn’t marketing. I highly recommend that you avoid exploiting the Coronavirus situation to make a quick buck.

Not only is it wrong but it is also very short-sighted. Sure you may be able to make a quick buck, but it won’t last… you are better off spending your time on anything that is long term.

So now that we got that out of the way, what does the Coronavirus mean for marketers?

Businesses are going to struggle for a while

Even if the virus slows down fast as the numbers have dropped in China, businesses are going to struggle for well over a year because they will have to make up for their losses.

For example, in China the virus caused retail sales to drop by 20.5% and the unemployment rate jumped to 6.2 in February.

When companies like Apple shut down their stores to help reduce the spread, it means less income and less profit. Sure they are able to pay their employees during their temporary shutdown, but not all companies have their bank balance and most won’t be able to do the same.

Just look at the travel industry. The virus is expected to lose them 820 billion dollars. Virgin Atlantic just asked their staff to take an 8-week unpaid leave.

The ports are also empty and the first rounds of layoffs have already started.

It’s estimated that in total COVID-19 will cost the global economy $2.7 trillion.

And not only are people losing money but they are losing traffic and conversions.

Organic traffic is down in most industries

As I mentioned above, we work with hundreds of clients in different industries through my agency. On top of that, we also have tons of data because of Ubersuggest.

Before I dive into the data, note that we didn’t focus on any one single country, we decide to look at the traffic stats from a global perspective. We also didn’t include data from sites with less than 5000 visitors a month as they tend to have drastic swings from a percentage perspective even when there are no global issues or algorithm updates.

We also don’t have data on every single industry, for example, we don’t really work with many restaurants nor do we purchase data for that category as local restaurants usually don’t have the biggest marketing budgets. We have data on most of the major ones, but again not all.

Now, from an SEO standpoint, last week we saw huge drops in organic traffic for most industries we are tracking. Just look at the chart below (compares last week to the previous week).

If you are in the news industry or financial space, your traffic skyrocketed. 

And if you are in the travel industry, you saw massive drops in traffic.

You can’t tell by the chart, but e-commerce was a mixed bag, depending on what sites sold, traffic was either up or down. For example, if you were selling baby products like diapers or wipes then you saw a nice bump in traffic.

But if you were selling luxury goods like big-screen televisions you saw a drop in traffic.

Conversions were also down for most industries

From a conversion rate standpoint, we saw drops in most industries as well. Even the financial sector, which had big traffic booms in traffic, dropped in conversions.

Just look at the chart below (comparing last week to the previous week):

As for news (media) sites, they had a big conversion lift as many of them charge for people to read their updated information.

For example, you can only read a certain amount of content from the Washington Post for free until you see a message that looks like this:

People didn’t want to miss out on Coronavirus, political and financial information with the turmoil, hence news sites saw a nice lift.

And with some sectors like travel, they are currently offering massive discounts, which is helping counteract some of their traffic declines. Overall, they are still seeing a massive revenue hit.

Pay-per-click data

We don’t have as much pay-per-click data as we do for SEO as Ubersuggest is mainly used for SEO purposes, but we haven’t seen big shifts in cost per click… even for things like the travel industry.

We don’t have a big enough sample size, but as I mentioned, costs haven’t come down much.

For example, even though we saw big dips in the number of people searching for things like flights or hotels, we didn’t see a drastic drop in CPC but we did see a big increase in cost per acquisition.

In other words, you can still roughly pay the same amount per click, but the cost per conversion has been going up for most industries… unless you are selling necessities like toilet paper.

So what does this mean for marketers?

Be fearful when others are greedy, and greedy when others are fearful

I didn’t come up with that saying, it’s actually a line from Warren Buffett.

You will see people cutting back because the economy is predicted to get hit by 2.7 trillion dollars and experts are saying that we are going to go into a recession.

You even have billionaire investors like Carl Ichan saying that the market has more room to go down and we should expect the sell-off has longer to go.

But what I’ve learned from going through two crashes (the dotcom crash in 2000 and the real estate crash in 2008) is that the best time to double down is when others are not.

During an economic downturn, you’ll find that you will have less competition, which means it is easier and faster to get results, and in some cases, you’ll be able to get deals, such as a potential reduction in pay-per-click advertising.

Just think of it this way: out of all the publicly traded companies in the United States, if the market keeps going down, many of them will struggle to pay off their debt, which has exploded to $75 trillion.

This means some companies will either go bankrupt, get bought out, or get bailed out by the government. Some may be able to cut costs enough to pay their bills, but for most, it will be too late.

Again, this just means less competition for you.

If you are lucky enough to be sitting on some cash during the recession this is the best time to buy out other companies. The ideal ones to buy are media companies.

The more eyeballs you control, the more power you will hold in the future. Plus, by controlling eyeballs, it gives you the ability to sell anything you want in the future.

It’s the reason I bought the KISSmetrics website for $500,000 a couple years ago. During their peak, they had 1,260,681 million unique visitors a month.

That’s a lot of traffic.

When I bought the site out, I was out a good amount of money for me, but the moment I merged it into the NeilPatel.com site, I increased my lead count by 19% and recuperated my investment in less than a year.

In other words, this is your opportunity to strike and gain market share.

So when you see your competitors closing down or slowing down on their marketing, the goal is to double down. You may not see the biggest return right away, but in the long term, you will.

Every time the market goes down by 20% or more it roughly takes 536 days to recover.

As we recover, you’ll see your revenue climb and the ROI from your marketing spend go through the roof.

Conclusion

Hopefully, the Coronavirus passes soon and it has minimal impact on lives. For the time being, try not to socialize with others too much or go into crowded places.

You should read this article by the Washington Post as it breaks down great simulations of how the Coronavirus will spread and what we can do to reduce the impact on the world.

And as for your marketing, this is the time for you to double down. Don’t be fearful when others are also afraid. Do what Warren Buffett does… be greedy when other people are fearful.

In other words, double down. 

How have you seen the Coronavirus affect your traffic?

PS: Please be safe and, if possible, stay indoors.

PPS: To help out a bit, I’ve opened up the keyword ideas report on Ubersuggest as well as historical keyword data. I know many of you may be facing financial difficulty, so hopefully having the data helps you save a bit of money on marketing.

The post What The Coronavirus (COVID-19) Means For Marketers appeared first on Neil Patel.

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Benchmark for Success: What Your Vertical Can Achieve With Content Marketing

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Posted by Domenica

You’ve produced a piece of content you thought was going to be a huge success, but the results were underwhelming.

You double and triple checked the content for all the crucial elements: it’s newsworthy, data-driven, emotional, and even a bit controversial, but it failed to “go viral”. Your digital PR team set out to pitch it, but writers didn’t bite.

So, what’s next?

Two questions you might ask yourself are:

  • Do I have unrealistic link expectations for my link-building content?
  • Is my definition of success backed by data-driven evidence?

Fractl has produced thousands of content marketing campaigns across every topic — sports, entertainment, fashion, home improvement, relationships — you name it. We also have several years’ worth of campaign performance data that we use to learn from our successes and mistakes.

In this article, I’m going to explain how businesses and agencies across seven different niches can set realistic expectations for their link-building content based on the performance of 626 content projects Fractl has produced and promoted in the last five years. I’ll also walk through some best practices for ensuring your content reaches its highest potential.

Managing expectations across verticals

You can’t compare apples to oranges. Each beat has its own unique challenges and advantages. Content for each vertical has to be produced with expert-level knowledge of how publishers within each vertical behave.

We selected the following common verticals for analysis:

  • Health and fitness
  • Travel
  • Sex and relationships
  • Finance
  • Technology
  • Sports
  • Food and drink

Across the entire sample of 626 content projects, on average, a project received 23 dofollow links and 88 press mentions in total. Some individual vertical averages didn’t deviate much from these averages, while others niches did.

Of course, you can’t necessarily expect these numbers when you just start dipping your toes in content marketing or digital PR. It’s a long-term investment, and it usually takes at least six months to a year before you get the results you’re looking for.

A “press mention” refers to any time a publisher wrote about the campaign. A press mention could involve any type of link (dofollow, nofollow, simple text attribution, etc.). We also looked at dofollow links individually, as they provide more value than a nofollow link or text attribution. For campaigns that went “viral” and performed well above the norm, we excluded them in the calculation so as not to skew the averages higher. 

Based on averages from these 626 campaigns, are your performance expectations too high or too low?

Vertical-specific content considerations

Of course, there are universal principles that you should apply to all content no matter the vertical. The data needs to be sound. The graphic assets need to be pleasing to the eye and easy to understand. The information needs to be surprising and informative.

But when it comes to vertical-specific content considerations, what should you pay attention to? What tactics or guidelines apply to one niche that you can disregard for other niches? I solicited advice from the senior team at Fractl and asked what they look out for when making content for different verticals. All have several years of experience producing and promoting content across every vertical and niche. Here’s what they said:

Sex and dating

For content relating to sex and relationships, it’s important to err on the side of caution.

“Be careful not to cross the line between ‘sexy’ content and raunchy content,” says Angela Skane, Creative Strategy. “The internet can be an exciting place, but if something is too out-there or too descriptive, publishers are going to be turned off from covering your content.”

Even magazine websites like Cosmopolitan — a publication known for its sex content — have editorial standards to make sure lines aren’t crossed. For example, when pitching a particularly risqué project exploring bedroom habits of men and women, we learned that just because a project is doing well over at Playboy or Maxim doesn’t mean it would resonate with the primarily female audience over at Cosmopolitan.

Especially be aware of anything that could be construed as misogynistic or pin women against each other. It’s likely not the message your client will want to promote, anyway.

Finance

Given the fact that money is frequently touted as one of the topics you avoid over polite dinner conversation, there’s no doubt that talking and thinking about money evokes a lot of emotion in people.

“Finance can seem dry at first glance, but mentions of money can evoke strong emotions. Tapping into financial frustrations, regrets, and mistakes makes for highly entertaining and even educational content,” says Corie Colliton, Creative Strategy. “For example, one of my best finance campaigns featured the purchases people felt their partners wasted money on. Another showed the amount people spend on holiday gifts — and the number who were in debt for a full year after the holidays as a result.”

Emotion is one of the drivers of social sharing, so use it to your advantage when producing finance-related content.

We also heard from Chris Lewis, Account Strategy: “Relate to your audience. Readers will often try to use financial content marketing campaigns as a way to benchmark their own financial well-being, so giving people lots of data about potential new norms helps readers relate to your content.”

People want to read content and be able to picture themselves within it. How do they compare to the rest of America, or their state, or their age group? Relatability is key in finance-related content.

Sports

A little healthy competition never hurt anyone, and that’s why Tyler Burchett, Promotions Strategy, thinks you should always utilize fan bases when creating sports content: “Get samples from different fan bases when possible. Writers like to pit fans against each other, and fans take pride in seeing how they rank.”

Food and drink

According to Chris Lewis, don’t forgo design when creating marketing campaigns about food: “Make sure to include good visuals. People eat with their eyes!”

If the topic for which you’re creating content typically has visual appeal, it’s best to take advantage of that to draw people into your content. Have you ever bought a recipe book that didn’t include photos of the food?

Technology

Think tech campaigns are just about tech? Think again. Matt Gillespie, Data Science, says: “Technology campaigns are always culture and human behavior campaigns. Comparing devices, social media usage, or more nuanced topics like privacy and security, can only resonate with a general audience if it ties to more common themes like connection, safety, or shared experience — tech savvy without being overly technical.”

Travel

When creating content for travel, it’s important to make sure there are actionable takeaways in the content. If there aren’t, it can be hard for publishers to justify covering it.

“Travel writers love to extract ‘tips’ from the content they’re provided. If your project provides helpful information to travelers or little-known statistics on flights and amenities, you’re likely to gain a lot of traction in the travel vertical,” says Delaney Kline, Brand Promotions. “Come up with these ideal statistics before creating your project and use them as a template for your work.”

Health and fitness

In the health and wellness world, it can seem like everyone is giving advice. If you’re not a doctor, however, err on the side of caution when speaking about specific topics. Try not to pit any particular standard against another. Be careful around diet culture and mental health topics, specifically.

“Try striking a balance between physical and mental well-being, particularly being careful to not glorify or objectify one standard while demeaning others,” says Matt Gillespie, Data Science. “Emphasize overall wellness as opposed to focus on a single area. In this vertical, you need to be especially careful with whatever is trending. Do the legwork to understand the research, or lack thereof, behind the big topics of the moment.”

Improving content in any vertical

While you can certainly tailor your content production and promotion to your specific niche, there are also some guidelines you can follow to improve the chances that you’ll get more media coverage for your content overall.

Create content with a headline in mind

When you begin mapping out your content, identify what you want the outcome to look like. Before you even begin, ask yourself: what do you want people to learn from your content? What are the elements of the content you’re producing that journalists will find compelling for their audiences?

For example, we wrote a survey in which we wanted to compare the levels of cooking experience across different generations. We hypothesized that we’d see some discrepancies between boomers and millennials specifically, and given that millennials ruin everything, it was a good time to join the discussion.

As it turns out, only 64% of millennials could correctly identify a butter knife. Publishers jumped at the stats revealing millennials have a tough time in the kitchen. Having a thesis and an idea of what we wanted the project to look like in advance had a tremendous positive impact on our results.

Appeal to the emotionality of people

In past research on the emotions that make content go viral, we learned that negative content may have a better chance of going viral if it is also surprising. Nothing embodies this combination of emotional drivers than a project we did for a travel client in which we used germ swabs to determine the dirtiest surfaces on airplanes.

This campaign did so well (and continues to earn links to this day) that it’s actually excluded from our vertical benchmarks analysis as we consider it a viral outlier.

Why did this idea work? Most people travel via plane at least once a year, and everyone wants to avoid getting sick while traveling. So, a data-backed report like this one that also yielded some click-worthy headlines is sure to exceed your outreach goals.

Evergreen content wins (sometimes)

You may have noticed from the analysis above that, of the seven topics we chose to look at, the sports vertical has the lowest average dofollows and total press mentions of any other category.

For seasoned content marketers, this is very understandable. Unlike the other verticals, the sports beat is an ever-changing and fast-paced news cycle that’s hard for content marketers to have a presence in. However, for our sports clients we achieve success by understanding this system and working with it — not trying to be louder than it.

One technique we’ve found that works for sports campaigns (as well as other sectors with fast-paced news cycles such as entertainment or politics) is to come up with content that is both timely and evergreen. By capitalizing on the current interests around major sporting events (timely) and creating an idea that would work on any given day of the year (evergreen) we can produce content that’s the best of both worlds, and that will still have legs once the timeliness wears off.

In a series of campaigns for one sports client, we took a look at the evolution of sports jerseys and chose teams with loyal fan bases such as the New York Yankees, Carolina Panthers, Denver Broncos, and Chicago Bears.

The sports niche has an ongoing, fast-paced news cycle that changes every day, if not every hour. Reporters are busy covering by-the-minute breaking news, games, statistics, rankings, trades, personal player news, and injuries. This makes it one of the most challenging verticals to compete in. By capitalizing on teams of interest throughout the year, we were able to squeeze projects into tight editorial calendars and earn our client some press.

For example, timing couldn’t have been better when we pitched “Evolution of the Football Jersey”. We pitched this campaign to USA Today right before the tenacious playoffs in which the Steelers and the Redskins played. Time was of the essence — the editor wrote and published this article within 24 hours and our client enjoyed a lot of good syndication from the powerful publication. In total, the one placement resulted in 15 dofollow links and over 45 press mentions. Not bad for a few transforming GIFs!

Top it off with the best practices in pitching

If you have great content and you have a set of realistic expectations for that content, all that’s left is to distribute it and collect those links and press mentions.

Moz has previously covered some of the best outreach practices for promoting your content to top-tier publishers, but I want to note that when it comes to PR, what you do is just as important as what you don’t do.

In a survey of over 500 journalists in 2019, I asked online editors and writers what their biggest PR pitch pet peeves were. When you conduct content marketing outreach, avoid these top-listed items and you’ll be good to go:



While you might get away with sending one too many follow-ups, most of the offenses on this list are just that — totally offensive to the writer you’re trying to pitch.

Avoid mass email blasts, personalize your pitch, and triple-check that the person you’re contacting is receptive to your content before you hit send.

Conclusion

While there are certainly some characteristics that all great content should have, there are ways to increase the chances your content will be engaging within a specific vertical. Research what your particular audience is interested in, and be sure to measure your results realistically based on how content generally performs in your space.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

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People still don't know what Facebook Watch is. Facebook doesn't seem sure either.

This may be of some interest.

People still don't know what Facebook Watch is. Facebook doesn't seem sure either.

Uploads%252fvideo uploaders%252fdistribution thumb%252fimage%252f94101%252f765fdc6d c1f9 48e0 b829 ad9866bd2625.png%252f930x520.png?signature=xsvqhp6hnowpuopn5au 5f5kumu=&source=https%3a%2f%2fblueprint api production.s3.amazonaws Read more…

“player”:”description”:”Someone sounds jealous.”,”image”:”https://mondrian.mashable.com/uploads%252Fvideo_uploaders%252Fdistribution_thumb%252Fimage%252F94101%252F765fdc6d-c1f9-48e0-b829-ad9866bd2625.png%252F930x520.png?signature=xsVqHP6hnoWPuoPN5aU-5F5kUmU=&source=https%3A%2F%2Fblueprint-api-production.s3.amazonaws.com”,”mediaid”:”BblybgRdoV”,”preload”:false,”title”:”Mark Zuckerberg is terrified of TikTok. Here’s why.”,”sources”:[“file”:”https://vdist.aws.mashable.com/cms/2020/1/a69c5cff-9eaa-6bb9/hls.m3u8″,”file”:”https://vdist.aws.mashable.com/cms/2020/1/a69c5cff-9eaa-6bb9/dash.mpd”,”file”:”https://vdist.aws.mashable.com/cms/2020/1/a69c5cff-9eaa-6bb9/mp4/1080.mp4″,”file”:”https://vdist.aws.mashable.com/cms/2020/1/a69c5cff-9eaa-6bb9/mp4/720.mp4″,”file”:”https://vdist.aws.mashable.com/cms/2020/1/a69c5cff-9eaa-6bb9/mp4/480.mp4″],”player_id”:”hrrl7x1B”,”options”:”disableAds”:false,”disableSharing”:false,”nextupAction”:”autoplay”,”embedUrl”:”https://mashable.com/videos/blueprint:BblybgRdoV/embed/?player=offsite”,”standaloneUrl”:null,”post”:”url”:”https://mashable.com/article/why-mark-zuckerberg-worried-about-tiktok/”,”date”:”2020-01-17T01:51:50.394Z”,”bp_id”:109428,”wp_id”:null,”advertising”:”params”:”keywords”:”tech,facebook,mashable-video,mark zuckerberg,tiktok”,”sec0″:null,”sec1″:””,”prc”:””,”analytics”:”labels”:”tech,facebook,mashable-video,mark zuckerberg,tiktok”,”videoSeriesName”:null

More about Entertainment, Facebook, Social Media, Streaming Video, and Facebook Watch

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TikTok Self-Service Ads: What Marketers Need to Know

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Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore an update of TikTok’s self-serve ad platform, how businesses are developing content on TikTok, and much more […]

The post TikTok Self-Service Ads: What Marketers Need to Know appeared first on Social Media Marketing | Social Media Examiner.

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China coronavirus symptoms: Here’s what the CDC is checking for as the Wuhan outbreak spreads

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The virus, which the CDC is calling 2019-nCoV, is causing pneumonia in China. The risk to Americans is low, but U.S. health officials aren’t taking any chances.

The outbreak of a mysterious virus that was first detected in the central Chinese city of Wuhan continues to spread. Health authorities in China just confirmed 139 new cases of pneumonia linked to the virus, including two cases in Beijing and one in Shenzhen. A third death has also been confirmed, CNN reported.

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What are the margins for?

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A publisher recently sent me a 1,000 page book. The paper was perfect in its balance between opacity and thinness, but the margins were too small.

The production designer made a choice–push the text all the way to the edges, allowing the book to shave 20 or 30 pages in length. Sensible.

Except now, every single page seems cramped. The book is tense and can’t relax, and feels faintly amateurish. Why would a missing half-inch strip of white paper matter?

All of our media has margins. Even as computer and phone companies have made bezels ever smaller, we still want there to be a margin, a space between the thing we’re engaging with and the rest of the world. Movies have coming attractions and credits. Record albums have a few seconds between songs. Paintings have a frame, or a wall separating them from the next…

The edges do more than delineate. They give the person encountering the work confidence that a professional made it, someone who has an eye for what seems right and can respect the edges. It takes discipline to only go near the margin when you’re doing it on purpose, to make a point, not all the time.

Jackson Pollock not only abandoned the frame, he violated our understanding of the margin as well. But because he did it with intent, not out of commercial necessity or ignorance, his point was made.

The self-discipline to see the margin and use it as a tool is a gift we offer the consumer of culture.

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Here’s what it feels like to sprout an extra pair of robot arms

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In its current form, this Japanese robotic assembly is weird and ungainly. But the technology has intriguing possibilities.

Like many people, I’ve often wished for another pair of hands to juggle complex tasks. I’ve assumed I’d be in charge of them. But that was not the case when I strapped on a robotic assembly called Fusion at the CEATEC tech trade show—Japan’s equivalent of our CES.

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What do you own?

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Small business is a resilient backbone of the modern world. Choosing to not simply be the day laborer or the gig worker, but someone who actually owns something.

You might own a permission asset–the right people, offering you their attention and trust. You might own a lease or a patent or some other form of property. And you might own a reputation, one that earns you better projects and a bigger say in what happens next.

As we begin a new season, it’s worth considering what you own, and far more usefully, what you can build on your way to owning even more leverage. If we are all shopkeepers, what do you have in inventory? If you own nothing but the next eight hours of your time, for sale to the highest bidder, you may be disappointed in the bids you get.

I just got a note from an Akimbo workshop participant. She said, “Today I got my first project where I will be getting not an hourly rate but an equity stake in the product. I’m doing the happy dance and thanking Freelancer’s Workshop.”

That’s why we keep showing up. So that you can show up and get paid what you’re worth. Even better, so you can make a difference you’re proud of.

On September 10th, the third session of the Bootstrapper’s Workshop begins enrollment. Find out more and sign up for updates right here. We’d love to have you join us. It’s time to own something.

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Changes Coming From Instagram: What Marketers Need to Know

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Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore what marketers need to know about changes coming from Instagram and the expanded rollout of Facebook’s search […]

The post Changes Coming From Instagram: What Marketers Need to Know appeared first on Social Media Marketing | Social Media Examiner.

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