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The only hope: let’s go back to its roots.

The best thing that ever happened to social media marketing was the hacking of the 2016 US election of Donal Trump by the Russians. Why? Because it laid bare what many in social media marketing has known for a long, long time: that social media platforms are a joke, their valuations are based on imaginary users, and their integrity lies somewhere between Lucifer and that guy who eats people’s faces in the movies.

For marketing consultants such as myself, recommending existing social platforms such as Facebook, Twitter, and Instagram has been increasingly difficult, because -quite frankly- many of us don’t trust the metrics.

And why should we? Facebook doesn’t.

This is from Facebook’s 2017 SEC filing (emphasis mine):

The numbers for our key metrics, which include our daily active users (DAUs), monthly active users (MAUs), and average revenue per user (ARPU), are calculated using internal company data based on the activity of user accounts. While these numbers are based on what we believe to be reasonable estimates of our user base for the applicable period of measurement, there are inherent challenges in measuring usage of our products across large online and mobile populations around the world.
The largest data management company in the world says it doesn’t really know if its numbers are accurate. Estimates? What marketing professional wants estimated results after the fact?

It gets worse. Emphasis mine:

In the fourth quarter of 2017, we estimate that duplicate accounts may have represented approximately 10% of our worldwide MAUs. We believe the percentage of duplicate accounts is meaningfully higher in developing markets such as India, Indonesia, and the Philippines, as compared to more developed markets. In the fourth quarter of 2017, we estimate that false accounts may have represented approximately 3-4% of our worldwide MAUs.
Let that sink in. Facebook is admitting that “approximately” 10% of its monthly active users are fake. Interestingly, they don’t mention what percentage of their daily active users are fake.

And that’s the problem with social media. You don’t know what’s real and what’s fake anymore.

Social media hasn’t been real for a while.

As marketers and advertisers, we pride ourselves on accuracy. In the olden times of marketing and advertising, we obsessed over rating numbers of tv shows, readership for print promotions, and delivery success rates for direct mail.

In all cases, the platforms of the day were heavily audited. You knew, with fair certainty, was the audiences were for any particular medium or channel because there was usually a point of review somewhere for the numbers.

Traditional media such as radio, TV, and print had been around long enough that there were thousands of case studies one could study the success or failures of individual campaigns. Because these mediums were part of the public record, it was easy to work backward to see what mix of media and budget worked and what didn’t.

As an industry, we could quickly establish benchmarks for success – not just based on our personal experiences- but in the collective experiences of very clear strategies laid bare for everyone to dissect.

Well, that all went out the window with social media.

Facebook, Twitter, and Instagram’s numbers were always a joke.

In days of yore, company valuation was based on revenues, assets, and human capital, and performance.

That all changed when someone came up with the concept of “daily active users.”

The race to gain users became the driving force for social media platforms in a way that we’ve never seen before. Now, the obsession with user growth opened the door to advertising and marketing fraud on a scale that just wasn’t possible previously.

Let’s get something clear: any platform that allows for people to create thousands of fake profiles so others can buy likes, followers, retweets, or shares is toxic to advertisers and brands alike.

Now, I understand that the word “allows” is doing a lot of work in that sentence, so let me expand a bit what I mean.

I don’t think I’ll get many arguments when I say that -regardless of what I think of them- the most successful social media platforms on the planet are also some of the most sophisticated technological enterprises on the planet. They have -arguably- some of the best AI around, as their entire business models revolve around being able to crunch numbers, facts, and obscure pieces of data millions of times a second.

They are also massive corporations, with an army of lawyers and IP bulldogs waiting to protect their brand against any hostile outside forces.

So explain to me, how is it, that even after all we have seen in the news people can still buy Facebook likes, or Twitter followers, or Instagram fans?

The reason: it was always a scam. And we got conned along with everyone else.

If your company is valued on your number of users and the activity of those users on your platform, what do you care if they are fake or not? If you did, you’d hire an armada of auditors to ensure the integrity of your userbase. I don’t believe they ever did and will never do this.

Social platforms deploy their honey trap.

Initially, social platforms such as Facebook and Twitter lured brands and companies onto their platforms with promises of free marketing and advertising. The ability to quickly grow a fanbase and follower base, without the need of hiring marketing shmucks like me. Why waste time on hiring a professional when you can do it all yourself for nothing?

At first, I was a supporter of this. I believed that marketing and advertising was often something that only larger companies could afford, and that small business marketing was being left behind. Social media marketing allowed for even a mom and pop shop to compete online.

So many businesses spent countless hours and thousands of dollars in human resources to grow their followers online.

Having lured them into their honey trap, social media companies then held followers and fans hostages. You had to pay to have access to the userbase that you built up and cultivated.

Suddenly the numbers didn’t make any sense. You had to pay to promote or boost posts when previously it was free. The result was disastrous for many businesses. The ROI’s didn’t add up, but with so many of their customers on these platforms, they had little choice but to continue to try and get whatever value they could for them.

Moreover, the move to such promotions opened up the Pandora’s box to further abuses. The drive for revenue seemingly caused social platforms to continue to look the other way on fake profiles and social media bots because they drove ad sales. Personal data was harvested and manipulated in ways that users could not fathom and did not agree to.

Mostly, it did something to marketing that I’m not sure we can recover. For many digital marketing firms and marketing agencies, it forced us to down the Kool-aid with everyone else. People that should have known better doubled down on social media marketing for our clients when we knew -for most of them- it was unnecessary.

Marketing and advertising agencies became accomplices after the fact.

Like I said earlier, marketing and advertising agencies and consultants are supposed to obsess with accuracy. We want our clients to have the very best ROI available.

However, like professionals in any business vertical, we’re self-serving.

One of my favourite examples of how people who would know better will say anything for a buck is real estate agents.

Have you EVER heard a real estate agent tell you it’s a wrong time to buy a house? In all of my days, I have never read an article by a real estate agent saying that people should hold off on a purchase. House prices going up? A great time to buy; you’ll make your money back immediately! House prices going down? It’s a buyers market! Lock in your savings now!

Marketing and advertising professionals did something similar with social media marketing.

We saw the platforms’ rise in popularity and didn’t want to get caught in a lurch. The buzz was building behind them, and clients were often demanding us to help them. So -even though Facebook and Twitter were mostly unproven with little to no actual case studies to speak of- many firms told their clients to throw money into the black hole of social.

What was the result? The majority of social media campaigns are disasters. I only know of a fraction of companies that continue with any seriousness on social media compared to the rates companies did with traditional advertising or even SEO and non-social digital ads.

You see it in the positioning. When digital marketers talk about social media, they discuss it regarding “reach,” “exposure,” “presence,” “awareness.” That’s code word for “throw your money away.” Do an online search of the effectiveness of social media, and you will find the results filled with SEO and social media marketers praising the platforms and the strategies.

Real marketers talk about ROI. Impact on sales, and impact on lead generation. You can’t pay the rent on brand awareness. I’m saying this as someone who builds brands for a living.

And it’s not just me saying this. One of the largest brands in the world, Proctor & Gamble, gutted their ad budget and walked away from a host of agencies because of digital advertising and marketing fraud.

Social sharing has been automated to death:

According to Buzzsumo, average social shares per article had declined by 50 percent in 2017 in comparison to 2015. Their data also shows how fast most hot topics become saturated with articles, leading to only a relatively few winners getting the majority of the societal shares and hyperlinks.

Another found that, that bots automate nearly two-thirds -66%- of all HTML links posted on Twitter.

Again, if social media platforms truly valued their user-experience and cared about social being social, they would have banned such practices years ago. No more social automation. If you want to engage with your fans and followers, you have to be there for them. You have to be live, online, ready to connect.

However, bots are good for business. They boost their daily active user accounts; they make their platforms look more popular than they are. Bots post content, bots like content, bots share content, bots follow people, bots message people -it’s endless.

Bots account for an ungodly 52% of internet traffic in 2017. That number is only set to rise further as social media continues to be an arms race. Caught in the middle of all of this are businesses who think their digital marketing metrics have any meaning.

What is digital marketing?
Promoting or marketing your product or services on the digital platforms, including the internet, mobile phones and display advertisements is collectively known as digital marketing. With the internet becoming an integral part of everyone’s life, the way of marketing products and services too has evolved and every brand and business is using technology to reach out to the maximum number of people. It is being used to entice potential buyers and inform the existing customer base of new arrivals.

Why choose digital marketing over traditional marketing?
Following are the reasons that show digital marketing is a wise investment and effective channel that can help in the growth of business:

Cost-effective in comparison to Traditional marketing: New and small businesses having a tight budget and should opt for digital marketing for quick and effective results. They can analyze the fruitfulness of different strategies being applied and accordingly choose which to go further with.
More power to small companies: Small companies can interact with multiple numbers of customers even without having call centers across the world where they don’t even have physical branches.
Higher conversion rate: Success of business enterprises is measured in terms of percentage of conversion of incoming traffic into leads, sales or subscribers. Digital marketing programs help you to opt out from a number of options that can help you get a higher conversion rate. Some of these tools are Search Engine Optimization, email marketing and social media marketing.
Get better revenues: With higher conversion rate comes higher number of sales and ultimately better revenue that can be invested in expanding business and workforce.
Helps in building brand Reputation: It helps in interacting with people who might be interested in your product and services. If you provide your customer what you promised, they will also help you by word of mouth.
Make use of the next generation technology: The world is welcoming “internet of Things” which is a global ecosystem comprising of interconnected smart gadgets like tablets, computers, smartphones and smart-watches etc. It is going to play a crucial role in the future and a course in digital marketing in advance is going to give you an edge over others.
A course in marketing from a reputed institute not just helps you understand different facets of marketing and makes you techno-friendly, but it also helps you in understanding the minutes of business strategies.

What a marketing course has to offer you?
During the course, you would come across the benefits of online marketing over traditional marketing. Valuable sessions about web hosting server, domain registration, TLD and SLD servers, Windows and Linux servers are an integral part of digital marketing course. A well-planned curriculum comprises of syllabus segregated in different modules dealing with topics like social media optimization and marketing, SEO basics, Google ads, email marketing and lots more. By the time you complete the course, you will have a clear vision and mission to implement digital marketing and make the best out of it to impart new heights to your business.

When I began working online back in 2013, I discovered affiliate marketing (AM) as the surest way to start a business online. I plunged into it and after months of “hard work” wondered why I wasn’t going anywhere. What were the others doing that I wasn’t? Unknown to me, successful affiliate marketers (AMers) chose niches because internet marketing is too large a market for a newbie to succeed in.

This post is going to help you do exactly that.

# 1: What is actually a niche?

A niche is actually a small segment of a market where folks interested in something are prepared to dish out the required amount of money to acquire it. So when hunting for a particular niche, make certain that there are actually search terms folks are actually using when searching for your particular niche info so that you may be included among the best 10 search engine results pages.

# 2: What actually is the difference between a market and a niche market concept?

If we take a main category like AM and check under the titles we can easily discover a market level idea like affiliate programs.

To see if money is actually being made in this market, carry out a Google search to try to find advertisers. If you found ads, then Affiliate program (AP) is actually an interesting market.

So, if you narrow it to the two specifics of where individuals are actually spending funds as well as where there are actually search phrases folks are actually utilizing when searching for AP info, after that make use of Google AdWords KeywordToolExternal and also place in affiliate programs to receive overall suggestions concerning possible niches. If you require additional programs make use of AdWords.Google tool which can easily provide you up to 800, instead of 100 keywords the previous one gives.

Input (AP) into the search engine window on top left of the webpage and then click on search.

Get your hands on a list of a minimum of 10-20 AP associated search terms which display a reasonable number of searches per month however certainly not a lot of competition.

This can also easily offer you a number of profitable search phrases to utilize on your site as categories, in your content and also in your marketing campaigns.

Discovering profitable keyword phrases

Volume: is the average number of searches per month over the past 12 months.

Comp: is the higher this number, the more organic competition for the keyword.

IAAT: A count of webpages on which the keyword appears in both the title tag and the text of a backlink.

Do you think successful people are just plain lucky?

Successful people did not become successful because they were lucky.

They did not achieve success by accident. Being at the right place at the right time, meeting relevant people, reading the appropriate book, did not come about accidentally or by luck.

Luck is brought about by Labour Under Correct Knowledge.

Successful people prepared themselves. Instead of giving up on anything they started and wanted to achieve they got stronger by learning more.

Success is a methodical, orderly and deliberate process of deciding what you want to do with your life, what are the steps that you need to undertake to get you there, and lastly what you will do once you get there.

One of the most important aspects, if not the most important aspect to success, is the ability to visualise your successful outcome and stay focused on it until you achieve it.

“Imagination is more important than knowledge, knowledge is limited.” – Albert Einstein

Successful people understood the potential power behind knowledge, yet they also understood that, for them to close the gap between where they are and where they wanted to be, they would have to piece together the enigma that is most often referred to as “life”.

They had to build a picture, a vision, of success in their mind, and then go about taking action on creating that envisioned life.

In much the same way, you have to be serious about your present and future, you need to have the knowledge that is required so you, too, may close the gap: you need to be and remain determined to devote yourself to taking massive action to build your business of succeeding in life.

You, too, will need to see the end, your dream and destiny that you desire in your mind’s eye. It is up to you to take the necessary and relevant action to make it all happen. It’s just like going to the doctor with a particular health problem.

The doctor may prescribe a medication for you to take four times a day, yet he cannot be there with you to ensure that you are taking the medication.

It comes back to deciding to be responsible for your life.

Have you noticed how it all stems from that one attitude? Being responsible for your own life.

Your success, your being responsible 100% for you to live your dream life starts here.

When you accept 100% responsibility for yourself and your current life situation, you will have the power to move towards those things you truly desire in life: which is success in all areas of your life.

This life-changing article is about possibilities and opportunities, knowledge and tools. It will help expose your unique course in life.

It will inspire, support and motivate you to excel, to do what successful people do, to have all that successful people have, and to become a shining example of a successful person.

Here, you’re not being told what you couldn’t do, instead you are being told to shoot for the stars. And above all, you are being shown how to shoot for those stars.

“A person is what he thinks about all day long.” – Emerson

Interesting thought, wouldn’t you think? So much so, it’s worth repeating: “A person is what he thinks about all day long.”

Success and happiness cannot happen if you possess the same old thoughts and beliefs.

If you do not change your mind, if you do not get rid of the unsupportive thoughts and beliefs, you will inevitably remain stuck in your old ways. Not much, if anything, will change.

Let’s give you a quick overview on how change comes about:

Your BEHAVIOUR, how you act (or perhaps do not act), controls your success or failure. Your ability to attain high levels of success is dependent upon your actions and behaviours. Your results are the outcome of your behaviour. Now let’s consider where your behaviours come from and what controls them?

Your FEELINGS command your behaviour. Every action that you take is first filtered through your feelings that reside in your subconscious mind. How you feel about something determines what you do and how well you do it. So where do your feelings come from?

Your ATTITUDES create and influence your feelings. Your attitude is your perspective from which you view life. Whatever attitude you have about anything will affect how you feel, which, in turn, affects how you act. Where do your attitudes come from?

Your BELIEFS create, control and influence your attitudes. What you believe about anything will determine your attitude about it, which will create your feelings, and then which will direct your behaviour and action. Belief patterns are so powerful that two people who are in the same situation could perceive things completely differently. It only requires us to believe what we see and how we see it. We all have thousands of beliefs – big and small. And where do your beliefs come from?

Your THOUGHTS create, control and influence your beliefs. Your thoughts are real and are immensely powerful. Everything you accept from the outside world and everything you feed yourself from within is a product of your thoughts. Everything starts as a thought.

So, it goes without saying you need to learn to control your thoughts. And when you do, you will automatically control your beliefs, your attitudes, your feelings and, consequently, your behaviour and actions.

The big secret to success:

Learn to control your thoughts and you will influence your behaviours and actions. It’s all a mind-set. That’s what we’ve been saying all along.

Success is predictable and is not achieved by accident.

Have the mind-set of the successful people and you will achieve success. Believe and it is yours!

“There is a great future in front of you, you can leave your past behind.” – Joel Osteen

Science of success experts have concluded that the brain is a goal-setting organism.

That is fantastic news for us: for whatever goal we give to our subconscious mind, it will work for us day and night, 24/7, to achieve it for us; to make it a reality.

The principal breakthrough that scientists made was that we do not need to waste our precious time and effort trying to change old thoughts and behaviours: we just simply create new ones.

And the other discovery they made was that we can continue to create new thoughts, new memories, new behaviours, new skills, and learn new things for as long as we are alive on this earth.

Now, with the new discoveries in recent years, it has been scientifically proven that our capacity to achieve and succeed literally has no limits.

Our brain has the capacity to continually learn during our entire lifetime.

Our brain can form new thoughts, can have new memories, and can learn new things by the millions, no matter what your age is. By the millions.

That’s how many new things we can learn, that’s how many new skills we can learn, that’s how many new thoughts we can have, that’s how many new behaviours we can adopt.

This is encouraging because there is no limit on your capacity to achieve new things.

No limits whatsoever for the human brain to learn, memorise, develop, achieve and perform at higher levels than ever imagined. It makes no difference what your age is: you are capable of learning anything new that you want to learn.

That adds to what we spoke of earlier: no more excuses.

“The future belongs to those who prepare for it today.” – Malcolm X

Your brain has the capacity to achieve way beyond what was ever thought possible. So now is the time to break out of your limited thinking and start dreaming big and imagining unlimited possibilities.

Becoming successful is not impossible.

It is a choice you make through a decision. Every day, step-by-step, you may climb the mountain of success if you’ve decided to do so, if you’re committed to accomplish what the others think impossible.

Design your future now.

Prepare to receive what you desire.

Thanks to the phenomenal advances made in cognitive science and the development of NLP (Neuro-Linguistic Programming), personal change, personal transformation, has come a very long way.

In fact, personal growth is no longer a mystery.

NLP has brought to light that change, transformation and growth can be fast, reliable, and even fun. It has shown us that we do not need to spend thousands of hours slaving away to increase our creative-thinking abilities.

By practicing a few simple exercises and applications, you can start your creative juices flowing, and you may even amaze yourself at the quality and quantity of good ideas that you can come up with to expedite your success.

It can allow you to achieve something you seek within days and months as opposed to years and decades. That’s the power of the progress science has made on how the brain works, and also how you can have your mind to be your best ally in achieving anything you want.

Learn to live as you like by no longer living as you dislike.

Are you ready to get on the road to success and fulfilment?

Bear in mind, much like everything else in life, success requires practice and massive, consistent action.

Our businesses also differ in terms of interface with clients. If you do “business to business” transactions, the number of people you interact with on a daily basis may differ from someone whose business relies on interacting with consumers. Appointments may be more practical in some instances than others. You have to tailor-make how you manage access to your particular situation if you are to eliminate distractions. Having said that it is important to note that some people do not mind spending the whole day at the office entertaining friends, visitors, and casual acquaintances dropping into the office whenever they feel like it. Do not be that kind of person. It sets the wrong kind of example to junior staff and can harm one’s productivity because these people take up time that you do not have and besides you want to cultivate a professional environment.

The demands of the day are enough to fill the eight working hours available unless if you tend to stay back and play catch up. How do you stay competitive in the market if there is no separation between work and play? Anybody serious about success and achieving effective results will put boundaries that are clear so that there is no confusion. Entrepreneurs are more susceptible to this especially when the workplace is easily accessible. The fact that you are your own boss even puts more responsibility on you to maintain self-discipline and self – management. I have written a whole book called, “Achieve More through Self – Leadership. In it I walk you through the practicalities of how you can get better results through managing self.

Appointments are an important way of not only managing time but managing life. They help you become more structured and productive. Some people seem not to be able to honour their appointments. I once attended a job interview that was supposed to start at 10:30am. By 11:30am there had been no communication about what was happening or when the supposed job interview was going to take place. I decided at the point that this company was probably not good enough for me to join because if you don’t respect people’s time you probably do not respect them.

You may be saying appointments are just not for me yet you never rock up at the doctor, dentist, lawyer or hairstylist without an appointment. Why is that the case? Because you simply won’t see the dentist without an appointment. They have given you conditions acceptable to them. We tell the world around us how to treat us by what we allow.

Some people are always available when you want to see them. If you are always free to see people at short notice, you are probably not that organized. The one who owns a diary will manage the one who doesn’t own one. Why? Because the one without the diary is always available, even though he is very likely to forget important meetings, dates and engagements because of a lack of organization. I used to have a boss who kept a diary and whatever you promised to do in the line of work, he would write down, including the day and time you said he would have it by. You would of-course forget because you didn’t record it like he did and when the time to deliver comes, guess who would be found wanting. It was then that I decided that I do not commit to an action that I am not willing to write down because, what’s written gets done!

You may be saying, “what if my business feeds off the “walk-ins? The fact that your business relies on walk – in customers should not be an excuse for disorder. Sometimes those who drop in unannounced may indeed be potential customers, suppliers, cold-calling salespeople, and even worthwhile business contacts. There is nothing wrong if the call is beneficial to you and your business but I believe there must be a structure and way of doing things that follows certain pre-set principles. I remember seeing a poster in an office that said “if you don’t have anything to do please don’t do it here”. It’s humorous yes, but true. Appointments help to structure your day and helps you allocate time to what’s important. This means you can focus on your most important asset: the paying customer. There is nothing as bad as walking into a place wanting to do business and staff are inattentive because there is just a demand on their time. I am more understanding if the personnel are not busy entertaining social visits at work.

In conclusion, you know your business situation better than any of us. All we can do is make recommendations that will enable efficiency that leads to growth. Some of you may actually need a personal assistant who will put order in your office and focus on the things you are not willing to do that will enable to focus on the highly value things you ought to do such as running a business.