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FREE TRAINING: Do you know how to grow your business and brand online?

If you want to learn 28 Insider Digital PR Secrets on how to:

> build a massive audience of true fans endorsing your business
> grow your traffic exponentially with inbound marketing
> persuade A-list influencers to share your message

… grab my FREE 28-Day Digital PR Challenge — enroll now!

A Social Media Strategy For Long Sales Cycles

for sale

I’m starting a new series, Monday Challenges. Every Monday I will answer or discuss a question or challenge sent in by my readers. Hopefully you’ll find this format relevant and valuable.

Without further ado, here’s this week’s challenge:

How can we use social media to sell and market a product that people buy very seldom? — Rebecka, Sweden.

Interesting, right? Let’s dive right in:

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What I Learned From Creating A Free 28 Day Email Course

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Two months ago, I created a free 28 day email course. I did have a one-week email course four-five years ago, but that was before I had an actual email list to work with.

For the past year I’ve been working on-and-off with creating a paid video course on digital PR, so I wanted to see if there’s any interest out there for the type of insights that I have to share.

I’m also struggling with a manuscript for a book on digital PR and I wanted to test some of my ideas on smart professionals in my target audience.

Now that the PR course has been live for a while, I want to share some of what I’ve learned so far:

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Internet Of One: Trend Report From Adobe Summit 2015

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I’m at Adobe Summit in London, UK to speak at a panel. The digital marketing conference is massive with 4,000+ attendees and numerous breakout sessions.

In the audience, there are according to Adobe’s database more CTOs than CMOs, which I think is saying something of how we’re evolving as an industry. As one of Adobe’s clients put it:

“We aren’t in ‘marketing’, we’re in ‘digital’. Part of that just happens to be marketing.”

Now, when I ask my readers for their biggest challenge, many tell me they struggle with keeping up with the ever-changing world of digital.

Therefore I want to outline some exciting new trends from the conference:

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king sumo

If you’re a PR pro and a Wordpress-lover — then you should check out this powerful plugin.

(If you’re not into WordPress, maybe you should consider it? According to web legend and WP-founder Matt Mullenweg, the open source CMS powers 20% of all websites on the web.)

Now, I don’t usually write about plugins, but this one has helped me learn more about what works and what doesn’t. Don’t get me wrong; I’ve been writing all my life, but hearts and minds tend to be moving targets.

Here’s the tool:

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facebook zero

We’ve all seen the decline of organic reach for Facebook pages. I have it on good authority from inside sources on Facebook that it will continue to drop for commercial pages. They predict that organic reach will hit 0% (“Facebook Zero”) for non-boosted corporate updates in a not too distant future.

Also, Facebook advises against paid campaigns aiming for more fans for your page. Having many fans connected to your page simply won’t help you as much as it once did. Today that relationship between the user and the company is rather a data point used for paid targeting, not for organic reach.

Then why are so many companies treating Facebook like a publishing channel instead of what it really has become — an advertising platform for editorial content?

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