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Mack Web is now Genuinely

By | Business Stuff, Events, Mack's Musings, MISSION: Authentic | No Comments

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If I were to ask my dad who the greatest influences in his life have been, I’m confident he would put Oprah Winfrey at the top of his list. It’s not that he’s ever wanted to meet her, or that he would even admit this out loud, but when going through one of the darkest times in his life, she became his therapist. Every day at 3 pm he’d watch her show. Over the course of a year, 60 minutes at a time, he became a better man.

Oprah had kind of a rough go of it when she was a kid. In an interview she was once asked if she could go back, would she change anything about her life? With conviction, she told the journalist that she wouldn’t trade any of it. All of those experiences — the bad and the good — have made her who she is today. It was all part of her journey.

13 years ago when I started this company, I had no vision for what I was building. I had quit a junior high teaching job, completed graduate school, and endured many, many failed attempts at achieving employment. I needed a job, so I started building websites in a home office just down the hall from my bedroom.

Over the years, my vision for this company has materialized from a great deal of contrast. So many questions asked. So many words read. So many conversations had. So many projects released. So many ways of working adapted. So many sharp stones beneath my feet. And so much clarity gained. Read More

The Importance of Building a Human and Authentic Brand – A Podcast

By | MISSION: Authentic, Web Marketing | No Comments

The-Importance-of-building-a-human-and-authentic-brand

Mack Web is now Genuinely. Learn more.

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Welcome to Stop 7 of MISSION: Authentic

What does it mean, as a company and a brand, to be authentic and human, and why does it matter? Those are the questions guiding the conversation between Mack Web CEO Mack Fogelson and web psychologist Nathalie Nahai.

The simplest reason is that being authentic and human is the best way to earn your customers’ trust. And earning their trust is the best way not only to attract their business but also to ensure that they amplify your brand awareness with their own powerful word-of-mouth recommendation.

In short, being authentic and human is an important way to build a successful business.

Mack and Nat, two experts in the field of humanizing brands and humanizing the web, engage in a 30-minute conversation about why and how a brand should embrace these characteristics and behave in an authentic way. Read More

Nuggets of Knowledge: February 2016

By | Business Stuff, MISSION: Authentic, Nuggets of Knowledge | No Comments

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Mack Web is now Genuinely. Learn more.

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Welcome to Stop 5 of MISSION: Authentic

This month, in honor of some pretty cool stuff we’re working on over here, we’re bringing you a different kind of NOKlist. Instead of dropping some knowledge, this month’s Nuggets are holding up a few shining examples of businesses that are doing this marketing thing right.

We spend a lot of time pondering the things that make a company stand out: What draws people in? What makes them want to stay? What inspires customer loyalty, elicits sincere praise, generates the kind of word-of-mouth awareness that no agency or campaign can hope to duplicate? (You may have run across this theme in, oh, just about anything else we’ve ever written.)

We did our research – talked to our peers, consulted our gut instincts, spent some time observing the world – and came to this conclusion: consumers today are drawn to companies that sincerely, honestly, openly care about something more.

We call them authentic companies because when a company sincerely, honestly, openly cares about something, it shows. It glows, it shines, it affects everything they do. Which means that what you see on the outside is who they are all the way to the core. 100% genuine, authentic, Grade-A them-ness.

That’s what this month’s NOKlist is sharing with you. We each spent some time thinking about a company, a brand that we loved. Then we thought about why we loved it. Would you be shocked to discover that the reasons we found all came down to the sincerity, the authenticity of their mission or purpose?

The missions encapsulated below come in different shapes and sizes, from the love of a specific coffee bar to the more general dedication to a certain customer experience; from the very personal belief in the delight of juice to the wide-reaching insistence on transparency.

The shape of the mission hardly matters. It’s the determination to hold true to it that makes each of these companies shine.

See for yourself. Read More

What’s In A Name? Naming Your Company For Who You Are

By | Business Stuff, MISSION: Authentic, Web Marketing | No Comments

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Mack Web is now Genuinely. Learn more.

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Welcome to Stop 3 of MISSION: Authentic

A rose by any other name …

Despite the many adages against making judgments based on first impressions – books and covers, etc. – we can’t quite help ourselves. First impressions are lasting impressions and they shape how we think about the person, the business, the organization we’ve just met. At least until we’ve managed to form a deeper acquaintance.

It simplifies matters tremendously to make sure that you or your business make a first impression that genuinely reflects who you are. That means naming your company with care. Read More

Make a New Friend (Literally)

By | MISSION: Authentic | No Comments

Llama Wall

Mack Web is now Genuinely. Learn more.

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Welcome to Stop 2 of MISSION: Authentic

Our new office has a lot of walls and our wall-llama needs some friends. We’re turning to you, our favorite people, to help make that happen.

It’s pretty easy:

1) Color your llama.

2) Tell us about him or her.

3) Take a picture and tweet or email it back to us.

4) Check the mission’s progress and be on alert for your next orders.

Win a thing! Our team will be voting on our favorite llama of those submitted by February 7th. Winner gets a llama of their VERY OWN! (No, not a real one.) Read More

MISSION: Authentic – An Authentic Mission from Mack Web

By | MISSION: Authentic | No Comments

Mack Web is now Genuinely. Learn more.

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The Situation

Mack Web has been working in secret, collecting vital information on the next evolution of marketing: basing your company’s organization and marketing on your authentic mission.

We firmly believe that keeping authenticity as your touchstone will not only allow your marketing to be genuine, adaptive, and engaging, it will also improve the overall health and happiness of your entire company. But you don’t have to take our word for it.

This crucial intel – which has the power to change the face of marketing forever – is stored in several secure locations around the world. (Well, our website.)

Your mission, should you choose to accept it, is to join us in our hunt for authenticity. We call it … MISSION: Authentic. Read More

Nuggets of Knowledge: December 2015

By | Nuggets of Knowledge | No Comments

Mack Web is now Genuinely. Learn more.

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In this, the last NOKlist of 2015, the whole team comes back together to offer you their chosen Nuggets of Knowledge. Just in case you’d forgotten how diverse that can be, here’s a little sampling of what’s on offer: reflections on both the ways of working and the joys (and miseries) of working, thoughts on the evolution of marketing in all its aspects, predictions for the future, and a defense of weirdness.

So, here you are. One last treat from the Mack Web team this year. Enjoy it and look forward to more great addition to the NOKlist archive in 2016! Read More

7 Steps to Authentic Influencer Marketing, Part Three

By | Outreach, Social Media, Web Marketing | No Comments

Mack Web is now Genuinely. Learn more.

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You’re now at the third and final stage of our influencer outreach marketing series. Remember, influencer marketing is the practice of building relationships and collaborating with influencers in order to increase brand awareness, build a community, and/or expand your network.

If you’ve missed the first two posts, you’ll want to catch up with those before continuing on to the last stage here. The first post will help you understand why influencer marketing is so important, what it can do for your brand, and how you get started. The second post will walk you through how to keep your focus on the right influencers and how to authentically engage with influencers in a way that will lead to more success when you are ready to send over a pitch. And speaking of sending over pitches, that’s where I’ll pick up this part of the series. Read More

7 Steps to Authentic Influencer Marketing, Part Two

By | Outreach, Social Media, Web Marketing | No Comments

Mack Web is now Genuinely. Learn more.

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In our series about working with influencers in authentic and meaningful ways, we’re now moving into Step 2 through 5 in this post. If you’ve come to this post before reading the first one on why you should collaborate with influencers and how to start your research, you can check it out here. For those keeping track at home, here are all the steps of the series: Read More

7 Steps to Authentic Influencer Marketing, Part One

By | Outreach, Social Media, Web Marketing | 2 Comments

Mack Web is now Genuinely. Learn more.

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Think back to your last big purchase, let’s say a new oven.

You probably started out your search getting to know your options and narrowing down what features you wanted in the item you purchased (4 electric burners with a timer and a broil setting). Then, you tried to find out which oven was rated best for the features that were most important to you and was within your price range (your search might have taken you to Home Depot or Lowe’s to cost compare).

Somewhere between researching the item and actually buying it, you probably got input from friends, family, coworkers, online forums, or online reviews. Feeling overwhelmed by the sheer amount of info out there, you turned to the people or places you knew you could trust for unbiased reviews or feedback. You might have asked, is this brand better than another? Why does this one cost $200 more? Is that extra feature worth it? What oven do you have? Do you love it? Why?

We look for others’ feedback to validate our thoughts and help guide us in making the best decision or confirm that we made the right choice. Our desire to get others’ feedback before we make a purchase is what makes influencer outreach marketing so powerful, and therefore, important to many marketers. Read More