12 Lessons from Free Marketing Events

I am hungry for knowledge. If that knowledge comes without a price, even better!

I attend as many free networking events, classes, or workshops as I can, if I think it will help me become a better marketer. I'd love to share some bits of wisdom I learned at recent events.

The first 6 lessons are from the 12 Essentials on the Future of Mobile Marketing event, organized by the team behind Sleek Marketing University and hosted by Impact Hub Boston on December 2, 2014. The speaker was Joseph Carrabis, neuroscientist-turned-marketer and founder of NextStage. His claim to fame is harnessing the brain's natural tendencies to guide customers along the marketing funnel.

1. Consumers connect to brands faster on mobile.

This has something to do with the fact that you're physically holding the device. Deep inside our lizard brains, we trust what we can touch. Therefore, by default we trust the messages we receive on our mobile devices.

2. We treat our mobile phones like weapons. 

A sociological study compared our relationship with our mobile devices to how we treated swords in the Middle Ages. Back then it was customary to carry a weapon on your person at all times, often with your hand resting on it idly. You'd feel naked without it. You'd pull it out when feeling defensive or threatened. There's a sentimental attachment to the item, it's a symbol of status, the comparisons go on and on.

3. To maximize conversion, order designs like so: maybe yes no. 

This is a fun little mind trick. Designers can capitalize on ternary logic to guide outcomes: offer 3 choices with the first option a 'maybe' commitment, the last one a 'no,' and the middle as the intended CTA. The brain defaults to the middle ground whenever possible. And since the brain can't conceive of a negative without first understanding the positive, you should order the options in 'maybe-yes-no.' 

4. Humans can only be happy or sad. There is no intermediate. 

At least in terms of your brand impression. Surveys reveal stark evidence that when someone interacts with your brand on their mobile device, it's either a positive or negative experience, but almost never neutral.

5. Mobile menu interfaces must be iconographic. 

A picture is worth 1000 words, so you'd best use images to get your point across on a small screen!

6. Branded apps with a social factor perform better than mobile sites. 

If your product is both digital and social, this stat should convince your CTO to invest in mobile app development.

Here are 6 more lessons from the 20 Million Visitors: Content Distribution Secrets from The Daily Beast event, hosted by Boston Content on December,  2014. The speaker here was Managing Director of The Daily Beast, Mike Dyer.

7. People read longer content on mobile devices (rather than on desktops).

Maybe people are catching up on their blogs and news stories while commuting?

8. Evergreen content is always more valuable than topical content. 

Makes sense: people search for evergreen topics for year-round, whereas seasonal topics get a bump once a year and then a long lull. Topical content thrives only if it goes viral.

9. It's better to produce fewer, better pieces of content than to pump stuff out constantly. 

This is such a relief to hear from an expert! Please, free us from the rat race of constant tweeting!

10. Headlines should be tailored for their medium. 

Think about it: it would be weird to see a headline on Facebook that abbreviates 'you' as 'u', but you'd be foolish NOT to do that on Twitter if you need to space.

11. One way to distinguish content from advertising: content solves the user's problem first, and the brand's problem second. 

This hammers home the fact that content is great at generating leads and inbound traffic because people are seeking a solution for themselves. Advertising is responsible for seeking out customers in an outbound fashion. Different tactics demand different priorities.

12. Don't chase social media engagement unless it drives web traffic. 

I've wondered if I should be counting and tracking metrics like number of Twitter follows, repins, or Facebook comments. At the end of the day none of that matters if it's not generating site traffic.

There you have it! If you've got any tips to add, please share in the comments.

Can You Ever Really Trust a Brand?

The tech world is reeling from the Uber scandal and new, damning revelations about Amazon. 

These scandals have me in a bit of an existential crisis as a marketer. A marketer's job is to communicate and build trust in a brand in order to attract paying customers. We are brand builders and brand ambassadors.

But what is a brand, really? 

Is a brand more like a company or like a person?

Is it a product or is it a feeling? 

Does brand loyalty mean you're loyal to the people running the company, or loyal to the product or service they provide?

Let's look at Amazon, for example.

As a consumer, I love Amazon. I buy from Amazon on a regular basis, I have the Amazon rewards VISA card, and my parents sell books on Amazon as a side business. 

As a business professional, I admire Amazon. It defined e-commerce as we know it, helped hundreds of thousands of small businesses bypass retail to sell direct to consumer, and pioneered innovations in recommendation algorithms.

But as a decent human being, I don't know how to feel about Amazon anymore. 

If I think of a brand as a person, I'm going to project human emotions onto the actions of the company or its leaders; as a result, I'll react to bad behavior as if I were betrayed.

But if I think of a brand as the-faceless-entity-that-delivers-product-X, and I am very pleased with product X, I'm not going to change my buying habits.

Contrary to Citizens United, I believe that corporations are NOT people, so I shouldn't anthropomorphize my relationship with companies. So by that logic, I should continue riding in Ubers and ordering from Amazon.

Then what's that icky feeling inside?

I'm really curious how people feel about this. What breaks your brand loyalty? Feel free to comment below.

Black Friday, Cyber Monday, Small Biz Saturday...Startup Sunday?

Happy Turkey Day!

In the great American tradition of capitalist gratitude, get ready for an onslaught of discounts, deals, and pleas for your patronage. It seems like every year another day in the post-Thanksgiving week is claimed for a cause.

Well here's a new one for you:

Startup Sunday!

What is Startup Sunday?

Startup Sunday (#StartupSunday) is the Sunday after Thanksgiving, and it's a chance to support and discover companies that are just getting their start.

Why observe Startup Sunday?

'Tis the season to give back to people who need your help. Entrepreneurs are taking a huge personal and professional risk by starting a new venture, and they should be rewarded for their efforts.

They say it takes a village to raise a child; it takes a critical mass of villages to raise a company. Show your support for startups in your community or industry this Sunday.

How do I observe Startup Sunday?

• Browse Kickstarter for new inventions and projects that intrigue you. Back the project if you can. If you don't have the funds to do so, share them on social media.
• If you have the means to invest, join Angel List or Gust. Discover startups in their seed stage and contribute to their growth fund.
• If you know an angel or VC investor, introduce them to an entrepreneur you believe in. In-person, email, or LinkedIn intros will work.
• Follow a startup you like on Twitter and send them a shout-out with #StartupSunday for some well wishes.
• Write a blog post highlighting the startups you're rooting for and send some link-love their way.
• Try out a startup's product! Check Product Hunt, find one you like, and download the app, browse the site, or join their beta testing list.
• Buy holiday gifts from a retail startup like The Grommet, or pool money to buy big gifts as a group using Splitzee.*

To recap the week ahead:

Thanksgiving - relax with family and friends, give thanks for your loved ones, and gorge on turkey and potatoes.

Black Friday - go to your nearest shopping mall or mega department store and go ballistic grabbing half-priced electronics.

Small Business Saturday - visit independent book stores, mom 'n' pop shops, and specialty boutiques to support local businesses.

Startup Sunday - support innovation (see list above) #StartupSunday

Cyber Monday - troll Amazon.com, eBay, and Etsy for special deals delivered to your door.

Giving Tuesday - donate to a charity or non-profit that is near and dear to your heart.

We're Out Of Cash Wednesday - get back to work, you've got a credit card bill to pay off now!

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Up Next: Never Work for a Jerk

*Full disclosure: I work there

Back This Kickstarter If You Want To Hear More Women's Voices in Tech!

Hi folks,

First off: my apologies for falling behind on my blog.

I've been super busy blogging and tweeting and posting for Splitzee, the startup I joined in September. It's been a whirlwind, but all the blood, sweat, and tears are worth it because we provide a truly amazing service: the ability to easily and securely split the cost of buying things as a group. If you haven't tried it yet (and if I haven't talked your ear off about it yet), please check it out.

</shameless plug>

Second: I want to share this very important Kickstarter campaign for Innovation Women.

If you're in the greater Boston startup scene, you're doubtless familiar with Bobbie Carlton's Mass Innovation Nights, a labor of love that provides a monthly product launch opportunity to generate buzz for local startups.

In response to the dismal ratio of women represented on boards and top leadership of venture-backed companies, Bobbie is launching Innovation Women.

Innovation Women is an online database of female tech and entrepreneurial professionals. It will be searchable by event managers who are seeking diverse voices on their panels. The idea is that if we see more women in the spotlight speaking publicly, getting press, and acting as role models, we can start to shift the gender ratio in the industry.

The Kickstarter campaign just launched this week, and it has 26 days left to reach its $22K goal.

If you want to see more women represented in public events, speaking about their experiences in tech and startup life, here are some things you can do to help:

• Donate to the Kickstarter campaign before December 23, 2014.
• Share the Kickstarter campaign on your social media platform(s) of choice
• Follow @WomenInno on Twitter
• Submit your email on the Innovation Women beta site to receive updates
• Contact Bobbie via the beta site to learn about other ways to help

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Up Next: Black Friday, Cyber Monday, Small Biz Saturday...Startup Sunday?

Oops! I Started A Business

Whoopsie! There I go, starting a business again!

I'm an accidental entrepreneur. What does that mean?

It means:

• I find something I enjoy doing. 
• I do it.
• I learn how to do it better.
• I try to be the best at it that I can be.

And without realizing it, I turn my hobbies into businesses. Here's an example.

When I was 13, I thought it would be fun to be in a movie. I found an ad for unpaid extras to be in an indie film shooting near my hometown. They needed students, so I fit the bill. I showed up with my dad and a friend of mine who agreed to come along. It was my first time on a set, but it was the final day of filming for the crew, so everyone was in high spirits. I ended up being a "featured extra," with a close-up and some interaction with the lead actress. When we wrapped for the day, everyone on set applauded. It was awesome!

After that, I researched other film opportunities online. I read books about film acting and auditioning for the camera. I interned at a casting agency. With Christmas money, I hired a makeup artist and photographer to take professional headshots. I wrote my acting resume and auditioned for other projects.

Thirteen years later, I've held 2 leading roles, 2 supporting roles, and been an extra in dozens of student, indie, and studio films. I've done 4 commercials, an industrial video, and a TV pilot. And yes, many of those roles were paid. In a small but legitimate way, I became a professional actress. And I did all this without missing school or quitting my day job. It was a hobby-turned-side-business, and the product was me.

The key here wasn't that I wanted to be a movie star. I didn't dream of seeing myself on screen -- in fact I dreaded it, and I still do, to a degree. But I enjoyed the process of working on a film. I was motivated to participate in the action, not to chase after the result.

Movie Poster for indie film "A Separate War." I'm the glowing heroine in the center. I'm 14 in this photo. 

At 18 years old, in full period costume on the set of The Great Debaters

21-year-old me as female lead "Libitina" in Emerson grad student film "Lizard the Mod." 

Here's another example. A year and a half ago, my boyfriend and I went to 'goth prom.' It's a yearly event hosted by Excess Boston, an alternative nightlife producer. They rent a Boston nightclub in May where guests dress up in goth formal wear and dance to vintage goth music.

"What does a goth wear to a formal event?" my boyfriend asks. I answer, "black button-down shirt, black pants, black boots...and how about a bow tie?" I bought a red bow tie at a dollar store and glued some black rhinestones onto it. When he wore it to goth prom, it was a huge hit. People flocked to him with compliments, asking him where he got it. My business sense was tingling (there's demand!).

I had a lot of fun making the bow tie, and since so many people were interested, I considered making more and selling them. I visited a local costume shop and asked on a whim if they offer consignment of goods from local vendors. The owner said yes, what have you got? I told him I bedazzle bow ties, and he proceeded to offer me access to bulk orders of rhinestones and bow ties at wholesale rates, as well as shelf space for my product.

A year later, I've got my bow ties in 2 shops, I've got a Facebook page and business cards, and I've vended at craft fairs, live shows, and even the Boston Pride Festival (special rainbow bow ties!). My bow ties have been worn by professional circus performers and dancers.

Oops, I started another business.

One recent order from a repeat customer

Let's break this down very clearly:

What's a hobby? It's an activity you enjoy doing for the sake of doing it.

What's a business? It's something you do to provide value for others and make money.

I ask you: why not do both? If you're an entrepreneur, you love what you do, and if what you do happens to help others and earn money in the process, you've succeeded. I tend to do this accidentally.

If you have a story about starting an accidental business, please share it in the comments.

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Up Next: Back This Kickstarter If You Want To Hear More Women's Voices in Tech!

Thought Nuggets on: Risk

Risk is scary. But it's more fun than it is scary. At least for me.

Risk gets me out of bed in the morning. If my day is 100% predictable, how can I get excited? How will that challenge me? How can I grow?

According to this study, people who embrace risk-taking tend to be more successful.

Risk scares people because the outcome is uncertain. But life is full of risks that you can't control. You could get hit by a bus. Your significant other could dump you. The economy could tank. Your house could burn to the ground. At any point, you can lose everything. Your life can change in an instant. This is a fact of life.

Your life can also change in an instant for the better. This is more likely to happen if you take a risk. A smart risk.

Gambling thousands of dollars in a casino? Dumb risk. 

Gambling your career on a promising new company? Smart risk. 

Investing your children's college fund in bitcoin? Dumb risk. 

Risking rejection as you kneel to propose? Smart risk.

Smart risks can pay off, but they won't pay off unless you take them.

How do I know if a risk is worth taking? I compare it to the only thing scarier than failure: regret.

I ask myself, "Will I regret not taking this risk?" If the answer is yes, it's a risk worth taking. Even if that choice results in failure, it's better than living your life wondering "what if...?"

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Up Next: Oops! I Started A Business

Sleeping Your Way to Success

This guy has the right idea

I love sleep. I do it every night, and I always have. (Seriously, I've never pulled an all-nighter.) I'm also pretty good at sleeping during the day. If you give me 5 minutes and a comfortable chair or couch, I can go out like a light.

I love napping, but not because I'm lazy (I don't think I've ever been accused of that). I love napping because it's such a satisfying way to recharge. If I've been working hard all day, especially if I had to wake up early, midday I'll feel my mind start to get cloudy, and my energy will drop.

Most people experience this and rush out for their afternoon coffee. I don't drink coffee, since I'm overly sensitive to caffeine. I also would prefer not to drug myself daily just to remain functional. So weird of me, right, America?

I would much prefer to take a nap. It's nature's energy boost. I find that after a short power nap, I'm more focused, alert, energetic, and creative. Often I'll awake from my nap and tackle a problem that had me stumped just minutes ago. I'll brainstorm ideas and feel motivated to execute them. And I just plain feel better.

I truly believe that my commitment to napping has helped me to be more efficient, productive, and successful. And I'm not alone.

Guess who else regularly took naps? Winston Churchill. Thomas Edison. Napoleon. Leonardo da Vinci. Eleanor Roosevelt. John F. Kennedy. John D. Rockefeller. And look where they ended up.

We're seeing the stirrings of a nap revolution. Despite centuries of stigma, the nap is starting to gain acceptance in the business world, mostly in tech startups. In 2011, about 6% of workplaces had a designated space for napping. Hubspot, for example, has a special nap room, complete with plush carpet and hammock, which staff can reserve like a conference room for a private snooze. Hubspot CEO Brian Halligan defends napping as a catalyst for inspiration.

Hubspot's nap room

In a given month, I do a lot of very mediocre stuff, but once in a while I come up with a really good idea. Maybe I’ll come up with two in a month. Those two inevitably happen when I’m either falling into a nap, or coming out of a nap, or waking up slowly on a Saturday morning. I’m trying to engineer more of those in my life. I’m trying to encourage more people to have naps because, hopefully, more people will have these brilliant ideas." -- Brian Halligan, CEO of Hubspot

And where has that pro-napping attitude gotten Hubspot? A $100 million IPO. Imagine that!

I kickstarted another napping thought-leader, the creators of the Napwell, a high-tech sleeping mask that stimulates your circadian rhythms for a gentle awakening experience. Their blog has some compelling data on nap history and nap research. They've even launched an online petition to lobby for pro-napping workplace reform. I can hear the rallying cry now: "We're here! We're sleepy! We...mmm....zzzzzzzzzzzzzzz!"

Napwell: The World's First Napping Mask

Perhaps the most hilarious napping innovation to hit the market is the ostrich pillow. I see where the designers are coming from. It's very practical. But, much like the snuggy, practicality and comfort can't always overcome public embarrassment. Maybe your time will come, ostrich pillow. Let's sleep on it.

The Ostrich Pillow: The World's Silliest Napping Pillow

If you're not a napper, no pressure. Enjoy your coffee. Enjoy the jitters, the highs and lows, the long lines at Starbucks and the constant drain on your wallet. I'll always favor the nap, because it's always a good idea to listen to your body. If you're sleepy, sleep. Your body will thank you for it.

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Up next: Thought Nuggets on: Risk