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Mack Fogelson

Building Community is a Team Effort

By | Building Community, Online Community Building Videos, Social Media, Web Marketing | No Comments

Building Community is a Team Effort

Building community is a team effort. No longer is marketing the sole job of one department, but great community building involves a variety of people – from the CEO to the intern. Trying to build community on your own is tough, so let your team help. We did our best to illustrate this for you and…well…it didn’t turn out quite like we had hoped!


Building Community Takes Personality

By | Building Community, Online Community Building Videos, Social Media, Web Marketing | No Comments

Building Community Takes Personality

Building community is an important part of building your brand and your business. If you want your efforts to be successful, you’ve got to use your personality.

Even if you’re a company in a “boring” niche, your company still has a personality and it’s important to show it. Who does this well? Well, our friends over at Wistia (an epic video hosting solution) are a great example. They get everyone involved. We <3 them. Check it out!

Make Friends Not Followers: Targeting the Right People on Social Media Hangout

By | Building Community, Events, Social Media, Web Marketing | No Comments

Thanks for joining Mack Web for our first live hangout! And a huge thank you to all of our panelists who contributed their experience and knowledge. We are truly honored for your community building wisdom.

In case you missed it, below is a recording of the entire hangout. There are tools and questions answered from the hangout listed below.

Special Thanks to our Panelists

We’re honored to have featured these panelists today:

Sheena Medina – @sheenamedina (also @CMmeetup)

Cheri Percy – @thedivinehammer (also @distilled)

Sara Lingafelter – @Saralingafelter (also @portent)

Jen Lopez – @jennita (also @moz)

Elise Ramsay – @eliseramsay (also @wistia)

And of course our own Mackenzie Fogelson – @mackfogelson (feel free also to reach out to @mackwebteam)

Key Tools Mentioned in the Hangout




Really Targeted Outreach

Measuring Community: KPIs and Social Media Metrics for Community

Free Online Community Building Guide

Questions From the Hangout

Here are some of the questions that were asked during the hangout. We’d love to hear more in the comments below:

  1. How does content fit into the community building portion of online marketing?
    For us (at Mack Web) content is community building. In other words, you will use all kinds of tools to build community (like SEO, social media, email marketing, PR, offline, etc) but you can’t do any of it without valuable content. Content is what starts the conversation and it’s also what is necessary for meaningful engagement.I’d also add that in order to be effective in your content and community building efforts that you have a strategy. Starting from your goals, not tools, will help get your efforts off on the right foot.
  2. How do you start a community for a client that’s in a very boring industry (let’s say heat pumps)?
    It has been our experience that you can build community really for anyone (even boring niche companies). We’d recommend starting from goals and developing a strategy that will help you to reach them. I’d also make sure that you have a common understanding of expectations. Things like: what everyone’s role is, how the process works,  how success will be measured. Community building is hard work and it takes a long time to gain traction (especially in boring niches). You just need to be consistent and do whatever it takes to reach the goals you’ve set. For more in-depth resources on the “how-to” of actually building a community, you can read More than you Ever Wanted to Know About Community Building and you can also sign up to receive our free community building guide which will be available on October 15th.
  3. Which platform should I use to get more people to know about my business Facebook page. I do not want to use ads.
    You can certainly use a variety of channels to drive traffic to Facebook that you don’t have to pay for. It just might take a little longer to get the traffic you’re anticipating. Certainly though you’ll have to to the work to build it.First, I’d recommend determining what people will get if they “like” your Facebook page presently as it is. Is there any value there? Is your page all full of self-promotion, or is there meaningful content that would attract the right customers and initiate engagement? That’s a great place to start. You’ll want to use valuable content (not just your own but other people’s quality content as well) to not only drive people to your page, but to keep them coming back. The type of content you feature on your page has everything to do with what you want to accomplish and who you’re wanting to attract to your community and your business. Again, I’d recommend instead of starting with the tools (Facebook), work from goals. What is it that you want to accomplish in your business (not just on Facebook)? This will help you determine a strategy that would include many other platforms and tools that you could use to build exposure and traffic to your Facebook page. And certainly, that strategy will include content. See #2 above for more on building community and how to get that started.
  4. What is the best way to handle a crisis on social media?
    It really depends on the crisis that is taking place as there are different approaches to handling things that arise on social media. I’d say that transparency and communication are key to any crisis that may arise. We actually have a blog post coming out in the next week about this exact topic (addressing many of the different crises that can happen on social media), so I will be sure to update this post as soon as it is out.
  5. What is the single most effective thing you’ve said to a stubborn organization who thinks talking about themselves is the answer?
    Show them some data. We track our client’s content and we have data that shows their self-promotional stuff doesn’t do as well as their more value/resource driven content that is meant to indirectly prove their expertise. I’d ask for 60-90 days to conduct an experiment. Test just your tweets. Do all self-promotional tweets all day long for several weeks and measure engagement indicators like shares, RT, conversations, etc. Then switch to a mix of both. We’ve had luck with the 80/20 ratio. The mix of self-promotion vs. more indirect value-driven is going to be different for every company so you really have to test what works best for you. What we’ve experienced is that it’s got to be a mix of both. And it’s not all about you.


Some (slow and powerful) Progress

By | Mack's Musings | 24 Comments

I found myself all choked up today after dropping Ryan off at pre-school. She had her five year old checkup and had to get her Kindergarten shots. She was trying so hard to be brave but she couldn’t hold back the tears. I told her that sometimes when we get scared we cry because it’s a way of releasing the anxiety and frustration we feel about something.

A few minutes after getting her shots and regaining her composure she told me that she had been real brave. She just had a lot of ‘frustration’ and so she needed to cry a little.

Mack and Ry
When we finished up with the doctor, I brought Ryan back to pre-school and left her on the playground with all of her friends. All the kids gathered around to gawk at her Tweety Bird band-aid, wondering if it hurt. Maybe it’s the fact that she’s going to Kindergarten next week, or maybe it’s because there have been so many blessings pouring down on me these days, but the ‘frustration’ got the best of me and I needed to cry a little, too.

Letting go

Mack Web contracted with a business consultant back in June to facilitate StratOps. It’s a strategical operations exercise for your business that helps you take a hard look at where you’ve been, where you want to go, and what it’s going to take to get you there.

StratOps normally kicks off as a two-day, off-site retreat with select team members (because Mack Web is a small team, all six of us participated). Then, once you’ve had a couple months to work through all the stuff that came out of the initial retreat, the facilitator comes back to do a scrub. Progress is checked, challenges are discussed, new initiatives are set. And the process repeats.


After our first run of StratOps – two days of intense questioning and looking at the hard truths – the team agreed on four initiatives we were going to work on for the next three months. Team leaders were chosen and tasks were assigned. And for the first time ever, nothing was assigned to me.

I had no idea that’s how it was going to play out. And actually, I was really uncomfortable. I felt anxiety about whether they would be able to accomplish this very important stuff and guilt about the extra load the team would need to carry in order to get it done. Our facilitator assured me it would give the team a sense of ownership that would catapult them forward.

She was right.

StratOps was my first big girl lesson in letting go (which was, ironically, a challenge one of my mentors had given me just weeks before). I didn’t realize how much I was holding on to until I was away for a week at MozCon. It’s amazing how much clarity you get when you go away. In the months leading up to my trip, we had hired three people. They were new and their roles were new and I was working hard to train them at a level that was new to us, too.

I thought I was being thorough and leading by example. But in actuality I was holding them back. I had done the hard work of hiring well and it was time to get out of the way.

Letting go not only lightened my load, but there’s stuff happening right now. Better stuff. Stuff that I never could have put in place by myself. The team seems more in control. More willing to take initiative and try things out. It’s kind of amazing how it was just that little thing to start with and now it feels like a whole new company.

Learning (not) to react

When I went to Seattle, I took one of our new Strategists with me. Moz was generous enough to provide each speaker with a comp ticket, so I took Julie. She was the more seasoned of our three new hires and I was grooming her for leadership. I wanted her to experience first-hand the power of conferences in our industry and what better first one to take her to than MozCon?

A week after we got back she quit.

What’s amazing about Julie (and a big reason why I hired her) is that she gets people. She’s a gentle observer. She’s incredibly intelligent and she can read people and see things that sometimes I can’t.

When we were at MozCon, Julie told me she was amazed by how at home I seemed in that space. Those people were my people, she told me. She could see how happy I was and how much it energized me to be around everyone. Watching me at MozCon helped her to get me and it also helped her to get herself. She realized that it didn’t matter what role we moved her into at Mack Web. She had to find that for her and it wasn’t here.

I don’t think either of us have regrets. We joke about how Julie is Glinda our Good Witch and that she was meant to come to Mack Web to help us figure some shit out. And we did, and we still are, but her leaving brings clarity on roles that we would not have had this soon if Julie decided to stay. And that clarity will take a huge load off the team and really help our company this year.

And so it goes.

I was actually really surprised at my reaction to Julie’s news. I was calm. I didn’t get overly emotional about it. I realized that this is just part of the process of people. They will come and go. We will do good things together and I will learn a lot. And the less I choose to have a Jerry Maguire reaction, the better:


I do a lot of yoga and one of my favorite teachers says this a lot:

How you do anything is how you do everything.

So for now, I’m working constantly to figure out how to do things different. How to do things better. How to enjoy more. How to just leave things alone. Between growing Mack Web and raising a family, I’ve got a whole lot of opportunity to practice.

But the good thing is that I’ve figured a few things out:

  1. My kids are all that matters.
  2. None of the travel and speaking and exciting (but emotionally exhausting) Mack Web stuff that I get to do would ever be possible if I wasn’t married to a man like Jon.
  3. I’ll never get there. Just like raising my kids, this running a company thing is always going to be full of struggle (and I have to remind myself of this every. single. day.). There isn’t really a balance. But I do what I can with what I have and I know that there is going to be some really good stuff along the way.

There already is.


More Than You’ve Ever Wanted to Know About Building Online Communities

By | Building Community, Mack's Musings, Social Media, Web Marketing | No Comments

So I’ve written just a little bit about how to build online communities.

It’s only because I’m so extremely passionate about it. And I’ve lived it. In the last year we’ve experienced first-hand the amazing benefits and opportunities that open up when you do the work to build your brand, your community, and your company.

What follows is a curated compilation of a community building series I’ve written on the Moz blog (along with a Mozinar and a slidedeck from a speaking gig). Certainly there will be more to unfold, but here’s all of the community building goodness I have to give (in one convenient place):

Building Community with Value

The first in the series, Building Community with Value, explains one of the most fundamental concepts to building a community around your business: the 80/20 rule. The gist of this ‘rule’ — no matter what your ratio ends up being — is that social media is at its best when it’s driven by valuable content (that’s not all about you). One of the most meaningful ways to build relationships, trust, and your community, is to share other people’s great stuff. The 80/20 has been a great accelerator in our community building efforts. Give it a shot and see how it works for you.

How to Identify an Online Community for Your Business

The best part about building an online community is that you don’t have to start from scratch. There are so many great communities, people, and companies online who would love to be part of other great communities. All you have to do is find them. If you’re working on building your community, How to Identify an Online Community for Your Business is a great place to start.

Attract Customers to Your Community with Content

This is one of my very favorite posts in this community building series. I remember when I was writing this post I was telling my husband Jon that I was frustrated because I wanted to explain the difference between self-promotional content and customer-focused content and I couldn’t find any effective examples. He sent me a couple of emails he had recently received from Patagonia. They were perfect.

If you want to Attract Customers to Your Community with Content, you’ve got to create two kinds: foundational and community building. Patagonia does an amazing job of this and it’s all detailed in this post.

How to Build an Online Community for Your Business

Lucky for me, we have an amazing designer at Mack Web and her name is Natalie. She’s responsible for creating the spectacular info-graphics that we use to explain how we build community. In this post, How to Build an Online Community for Your Business Nat provides the illustrated version of this step-by-step processes.

If you’ve got an hour or so, you can also listen/watch this one Mozinar style.

Think Differently: How to Accomplish Big Goals for Your Business

This is not a Moz post, but even better, it’s a slide deck from my first big industry speaking gig. When I was on that stage at SearchLove, I challenged the crowd to Think Differently: How to Accomplish Big Goals for Your Business. This deck represents the community building process that we developed and tested on ourselves and our clients. My talk walks through this entire process (from buy-in to reporting) so that you can emulate it for your business.

Meet Your Community Building Team

After I had been writing and speaking about building community for several months (and of course working with our clients), I started to receive a whole lot of requests for role support. Who do we hire to do the work? Do we need one person for every single role? How do we build an ideal team?

I wrote Meet Your Community Building Team on the Moz blog in an attempt to encourage as many companies as possible to un-silo their existing marketing department and effectively build their ideal community building teams.

The Fundamentals of Building and Managing Your Community

Essentially, this Moz post is the final entry in this community building series. The Fundamentals of Building and Managing Your Community breaks down the important elements of both building and managing your community.

Specifically, the post highlights one of the most effective concepts we’ve used in community building—the Goals not Tools pyramid. In essence, you want to make sure that no matter what you’re doing — whether it’s building community or working on other important facets of growing your company — you start from goals. Identify the big picture of what you’d like to accomplish before jumping into the tools that will get you there.

Bonus! Mack Web’s Free Guide to Building Online Communities

So that about does it (so far) on Moz posts and the community building series, but if you like what you’ve read so far, then you’re in for a real treat. Mack Web has been developing a free, step-by-step guide on building online communities. This guide, written in true Mack Web fashion, will come in the form of a handy-dandy PDF and will incorporate all of our community building wisdom in one pretty little package.

If you don’t want to miss out on all the fun, sign up here. It will be your early Christmas present.

What Else Would You Like to Know?

As the year continues to unfold, and we continue to develop, iterate, and collect data about building community, there will be a whole lot more to tell you. What is it that I haven’t covered that you’d like to hear? I’d love to get your feedback in the comments below.


The Making of SearchLove

By | Events, Mack's Musings, Web Marketing | 4 Comments

There are so many phenomenal speakers in our industry that it’s really easy to think that there isn’t a whole lot of work involved when you’re asked to speak at a conference. Come up with a topic and description, throw some slides together, rehearse it a time or two, and then get on that stage.

Not exactly.

A couple weeks ago I had the honor of speaking for Distilled at SearchLove Boston. It was my first time speaking in the industry and it was an amazing experience. I learned a great deal about what it takes to get prepared.

I won’t deny that I am an over-achiever and how I prepared for SearchLove may not be even close to what the other speakers went through. But for those of you who are curious about taking the stage and what’s involved, here’s a glimpse into a first-timer’s preparation.

In the beginning

Your session title and description is requested a couple months before you speak and well before you have your talk written. This made me a little nervous because this was my first gig and I had no idea how everything was going to shake down once I actually started writing my talk. So I decided to go with something more general so that no matter what I ended up focusing on, it wouldn’t be completely off the mark.

I decided to go with this:

Think Differently: How to Use Content, SEO, and Social Media to Achieve (Big) Goals for Your Business

SEO, social media, and content marketing are perfect for building community, but ultimately they’re only the tools. The true objective is to meet your business goals, growing your company into what you want it to be.

Mack will reveal a sustainable approach and process that goes beyond the tools, focusing instead on who and what a company should be and on building a thriving community around your brand.

A few weeks after I turned this in, I had a conference call with Rob Ousbey where we discussed what I was planning on covering in my talk. We chatted through a bunch of ideas and Rob gave me the run down on the level of the audience (advanced), what they typically like to hear (actionable tips), and that I needed to write my talk as if I were speaking only to the other speakers. He explained how this would help me cut out any parts that would be too basic, and focus only on things that would bring great value to the audience.

After our call, I sketched out a few notes and stuck them in a folder. And then, over the next few weeks, I carried around this little notebook and took down thoughts and ideas so that when I finally had the time to work on my talk, I could get right to it.

Starting with research & ideas

Before I started writing anything, I looked at a TON of decks to get some inspiration. Jon Colman, Mike King, Rand Fishkin, Rhea Drysdale, Wil Reynolds, Ian Lurie, Will Critchlow, Aleyda Solis. I tried to get exposure to as many different styles and approaches from the speakers in the industry who I respect most. I also watched several videos from past SearchLove conferences.

Then I read a great book that Rand had recommended called Resonate by Nancy Duarte. It was full of great recommendations on how to structure your talk and what it takes to fully understand your audience and their journey.

Taking Ian Lurie’s advice about never starting your slide deck first, I began drafting my talk by writing down all of the ideas I could think of related to my session title and description.

I didn’t even touch a computer during this phase. I just wrote down (and flushed out) all of the ideas I had been collecting in my notebook over the last few weeks. I tried to organize them into topics and exhaust all the stuff I wanted to say about each idea. I didn’t filter anything. I just got it all down and then stacked all the ideas from each topic into individual piles and paper clipped them together.

Then I let it sit for a week or so. I continued to marinate on the stuff I had put together and wrote down additional ideas in my little notebook as they came. I also had the opportunity to chat on the phone with Wil Reynolds. I very much respect his speaking style and I was hoping to get some insider’s tips from him since he had spoken at SearchLove many times.

My biggest take away from Wil was that my job was to make the lives of the audience easier. What was I going to tell them that was going to help them walk away and better do their jobs?

This got me to thinking that I needed to better understand the audience. I needed more info on demographics, pain points, and what they were really coming to SearchLove to learn. This made me nervous because I felt like I was running out of time, but I knew that this would make the difference between a good and great presentation. Wil had suggested conducting a survey, so I started figuring out what it was going to take to put that together.

Getting some direction

Instead of just asking a bunch of questions that I thought would help me get a better understanding of the audience, I decided to ask some industry peers. I wanted to get some feedback from a few friends who had either worked for or with some of the people and companies who may be represented in the SearchLove audience.

I also asked Lynsey Little and Lauren Brady, head of Distilled’s events, to provide me with some basic demographic information about last year’s audience.

So I sent an email to Nick Eubanks, Bill Sebald, James Agate, Chris Gilcrist, and Joel Klettke, and gave them the low down in order to get some input:

I received a bunch of diverse feedback from that group, so I put together a spreadsheet to make sense of it and organize it all:

At that point I could see that I really only needed to ask 6 questions to get the answers I needed. So I created a survey on Survey Monkey and with the help of Distilled, we pushed it out on social media to collect some data.

We didn’t get a ton of people who took the survey, but it did help me to get some clarity and focus my talk:

All of the survey work I did helped me to see that the pain points I needed to address with this audience boiled down to a few important things: buy-in, siloed teams, proving ROI, what to measure, how to change perspective, how long does it take to get results, and how do I get consensus in a larger organization.

I wrote these pain points down and hung them on the wall of my office so that as I continued to work on my talk I would be reminded to keep focused on these things.

Drafting my talk

Once I had pain points and knew exactly what I wanted to focus on, I had to figure out the best way to communicate the solutions to this stuff. Will Critchlow had reminded me to focus on my process strengths, so I broke this stuff down into stages.

First on a piece of paper:

And then, because I was going to have Natalie (our designer) create a graphic to illustrate all of this stuff once I was ready to put it in my deck, I also did a pretty version with colors and stuff all flushed out like this:

From this sketch, while Nat worked on the graphic, I began drafting my whole talk in an actual blog post. This way, I could flush out the narrative of the stuff I really wanted to say (stories, case studies, examples) and then later pull out the key points that would go onto the slides.

It took a while for me to write the blog post, but it really helped me to learn the material. So in a sense, I was rehearsing while I was preparing which really helped me in the end.

Creating the deck

Lucky for me, I’ve got Nat to help me make things look really good. She and I worked together to create the look of about 5 or 6 different types of slides. From there, I could go through the blog post I had written and pull out only the info that was going to make it onto the slides.

With the different types of slides to choose from, it allows me to create the whole deck without needing a designer (Nat does all the graphic work and saves them in a folder for me to use), it brings some variety, and it helps me to say things in different ways (making a bigger impact).

Here’s the basic slide types I used:

I’m very picky about the message that goes on each slide and it takes me a long time to get each slide just right. I like my decks to tell as much of the story as possible so that the people who never hear the talk can still get all of the value.

Once I had everything in the deck, I sent it to Courtney (our content strategist and the voice of our brand) to read the whole thing and make notes about each slide. She’s the grammar police so she’ll tell me if what I’ve said isn’t quite right, or, if I’ve completely blown it and missed a transition, connecting piece, or need to flush something out further (she seriously is my saving grace).


Once the deck had been through the wrath of Courtney, I spent some time by myself talking through it out loud. This helped me to eliminate some slides, move some things around, and add anything that was missing.

And then I was ready to practice.

And this is going to sound a little crazy, but I don’t like to practice in front of people before I present. I’m not afraid of public speaking and it makes me really uncomfortable to work things out in front of a few people vs. actually being in front of the actual crowd of a few hundred (or more). So I just prefer to work things out (out loud) on my own.

What usually works for me is I stand in my basement (by myself) and give my talk to the wall several times (I’m weird, I know). I write down notes as I go through it and work through transitions. I get as familiar as possible with the flow so that when I’m on the stage I am comfortable, relaxed, and I can feel like I’m having a conversation with the audience.

The finished product

In the end, after all of that work, it all comes down to this:

On the other side

Now that I’ve conquered my first big industry speaking gig, here are the most important things I learned:

  1. Speak about what you love
    I will always make sure that I’m writing and speaking about stuff that I’m really passionate about. It’s a lot of work to do all of this. When you’re running a company and preparing to speak simultaneously, you have to push really hard and it’s easy to get tired and want to give up. If I wasn’t speaking about something I cared about, it would be hard for me to stay motivated to deliver such a quality product.
  2. Use real content
    Whenever I’m writing or speaking, I make sure my content is real, authentic, and communicates what’s actually going on in real life. So the process I spoke about at SearchLove was something we had actually been working on at Mack Web throughout the previous year. This also helps because it provides actual data, case studies, and challenges that I can talk about first-hand. Another bonus is that using real content is a great way to leverage and make the most of everything you’re doing. Because I was using real-life stuff, as I wrote my talk it was a raw look into what we were actually doing at Mack Web which helped me to see what we needed to work on with our own clients and in our business.
  3. Know when to take a break
    Because this was my first big gig, and it was for Distilled (I idolize and heart them a whole lot), I wanted to do a tremendous job. I worked harder on this deck than anything I’ve done in the last year. I’m good with that part, but the part I’m going to let go next time is all the anxiety. I had some pretty hefty expectations about having my deck done and rehearsed weeks ahead of time. That just wasn’t very realistic. With all I have going with Mack Web and my family, preparing for a speaking gig at this caliber was a lot to handle. The balance of my career and family was really tough during this time. So now that I’m on the other side, I realize that it may always be last minute getting these things together, but that I will get it done and I will do my best. I always do. I just need to allow myself more room, more flexibility, and take a break from the entire thing even when I feel like I don’t have the time to give.

Even though speaking is a ton of work, it’s so incredibly rewarding. Sure, it’s great to get Mack Web the exposure, but that’s not why I’m doing it. I’m speaking because I love it. It’s such an awesome feeling to be on that stage. And it’s really great to know that I can help people just by talking about something that I’m so incredibly passionate about (plus I absolutely LOVE all of the people and friends I’ve made).

Lucky for me, I’m getting back on that stage in July at MozCon. I’ve got my work cut out for me (again), but now at least I’ve got some great experience to stand on.

Looking forward to it.


Preparing for abundance

By | Mack's Musings | 22 Comments

So it’s Saturday morning of Memorial Day weekend. Kids are up around 7. We’re headed to Boulder to meet Jon’s mom who’s visiting from Arizona. We’re going to stay at a hotel, have some fun at the pool, and go to a graduation party.

Sounds great. Except for the fact that actually getting there is going to be completely and utterly painful. It always is.

Even though we’re up at 7, we don’t leave until 9. It’s not like we’re taking our sweet time reading the paper and sipping coffee. It’s a whirlwind: up and down the stairs 200 times. Getting ourselves packed, getting the kids packed, applying sunscreen, putting on bathing suits, avoiding tantrums, eating breakfast, and shoving snacks into tiny little plastic containers.

We get in the car. The journey to the hotel is less than 40 miles away but it takes us an hour to get from our house to the Harmony exit, just 6 miles away.

Jon and I haven’t eaten yet, so we stop by Starbucks to pick up coffee and breakfast sandwiches. Jon realizes he doesn’t have his wallet. We have to go back home.

Finally en route. Kids are watching a DVD. For about 20 minutes, complete euphoria. Then Easton’s headphones don’t work anymore. Jon pulls over in an attempt to fix. No go. Easton is getting impatient. Wants his headphones back. Last resort: ditch the headphones and put the movie on the whole stereo system so that all of us can listen for the duration of this incredibly relaxing and blissful journey to Boulder.

Welcome to my life

Aside from the special trip to visit family in Boulder over a holiday, this is pretty typical of life on the weekend. The mass chaos that ensues when attempting to enjoy an outing as a family. The constant struggle to balance the break I so badly need, the limited time I get to spend with my husband and kids, the chores that need to be done to support our family, and the precious few hours I’m awarded to keep up with this tiny little passion of mine that I call a company.

But this is life. And instead of always pushing against, I’m finally learning to surrender.

The month of May

So the flywheel is starting to turn at Mack Web, but for some reason, I keep waiting for the other shoe to drop. I keep expecting the surge of interest to wane and we’ll be right back where we were. Before all of this started to happen.

But things are different now. The team keeps telling me to prepare for abundance. I could be wrong, but this feels like an upward trajectory and we better hold on tight.

But with success comes a lot more of everything. This is what the month of May looked like:

Signed & onboarded two new clients
Trained a new team member
Got ready for another
Had daughter’s 5th birthday
Had husband’s 45th birthday
Mother’s Day
Bought a car
My 94 year old grandma died
Wrote my SearchLove presentation
Made the trek to Boston to speak at SearchLove

Not to mention the normal daily stuff like:

Meals for the family every night
Lunches for the kids every day
Grocery store
Yard work
Reading to stay on top of the industry
Leading, managing & supporting the team
Time with my husband
Time to myself
Time for yoga

At times, I was feeling a little like Joe Pesci:

I’ve got absolutely nothing to complain about. I’m blessed with two healthy and amazing kids, a wonderful husband, and a thriving company. Sometimes it would just be nice if I didn’t feel all of those blessings at once.

It’s always going to be like this

How lucky am I?

But for the longest time, I was having so much resistance to so many things in my life. I wasn’t seeing it as abundance. It was all just more work. More to handle. More to balance.

I’m not sure what happened but all of a sudden it feels like my perspective has changed.  I started to realize that my life is always going to be like this. I have a choice to look at it as a burden I have to bear, or I can see it as abundance.

Because the thing is, this is life and it’s happening right now. Not when the kids are older and Easton doesn’t need help going to the bathroom anymore. Not when Jon and I have more time for us because the kids don’t always need constant attention. Not when Mack Web is out of its current growth stage.

It’s always going to be something. So I’m learning to look at it through a different lens and appreciate the abundance. All of it.

Because I really don’t want things to be any different.

Even though there’s a great deal of pain that comes along with the success Mack Web is experiencing, I’m full on embracing it.

When I’m making lunches and doing dishes after a 14 hour day, instead of hating my life, I’m picturing my kids eating their little ham & cheese sandwiches on those cute little Hawaiian rolls.

If it takes me over a month to write a Moz post because I have to do it in 2-3 minute increments standing in the corner of my bedroom because that’s the only place I can find any peace, so be it.

When I’m running out of patience, compassion, kindness, and empathy because I’ve got too much to handle, I will have the breakdown I deserve and keep on pushing.

This is the life I have been blessed with. Bring it on.


Content balance: sharing value vs. self-promotion

By | Building Community, Web Marketing | 2 Comments

I’ve been writing a lot about content lately because, among many other reasons, it’s one of the best ways to build online community, attract people to your brand, and become a leader in your industry.

Keep these three things in mind

There are three very important things to keep in mind about content:

  1. It should serve a purpose (and not just to rank desirably in Google).
  2. It should add value to your company, the industry, and your community.
  3. It should help you accomplish the goals that you have for your business.

Just recently I had the pleasure of discussing the significance of these points during a webinar that I gave for SEMPO:

More stuff about content you should read

Jonathon Colman has been particularly inspirational lately with resources like Why Our Content Sucks and his seriously Epic List of Content Marketing Resources. And, if you haven’t already seen it, I’d recommend checking out Doug Kessler’s deck on Crap. The Content Marketing Deluge. It’s phenomenal.

This stuff has contributed to many of the things that I’ve been writing about lately:

Attract customers to your community with content
This is a post, recently featured on SEOmoz, that explains the difference between foundational content (content that is directly self-promotional and meant to sell your product or service), and community building content (content that is meant to be more about what you know than what you do). It’s important that you build a balance between this content, ensure that it’s focused on your customer, and pack it full of value.

How we accomplished (big) goals with content & social media marketing (in just 10 months)
Meant to serve as an inspirational case study, this post describes the journey that Mack Web took in a 10 month period that led to some amazing accomplishments. All with the use of content and social media marketing (and a whole lot of hard work and passion).

The gist

The basic gist of all of this good stuff is:

  1. There is no secret formula to content. You’ve got to determine what you want to do with your business and develop a strategy that will help to accomplish those goals.
  2. None of this is about you. Always work to make your content about your customer.
  3. Work to build a better business. Don’t just create content because someone told you it would help you rank better in Google. Get inspired and passionate about your business and make that the reason for your efforts.



How we accomplished (big) goals with content & social media marketing (in just 10 months)

By | Building Community, Mack's Musings, Social Media, Web Marketing | 72 Comments

I printed this off of one of Rand Fishkin’s decks at the beginning of 2012. It’s the analytics from the Everywhereist’s site. It shows her journey over a span of two years. It’s been hanging in my office as a source of inspiration.

And now we have our own:

This is the lift in Mack Web’s traffic between April of 2012 (when we started using content and social media marketing for our company) and January of 2013 (when we started seeing some really big results). That’s just a 10 month period.

Sure, we’re in a web savvy industry. And yes, we are in fact marketers so some of this stuff may come more naturally to us. But we’re no different than many companies out there. We have limited resources (a team of 4). We have a small budget for this (ok, more like no budget). We have a whole lot of other things that do in fact take priority. But we still made the commitment and did the work.

And it’s paying off.

Both personally (in my career), and at Mack Web, we have experienced a tremendous number of victories in less than a year. But none of them have come without effort. We have pushed harder in the last 10 months than in the last 10 years, but these efforts have catapulted us to another level. And that’s pretty awesome.

What follows is a narrative of the steps we’ve taken, the things we’ve done, and the mindset we cultivated to move us forward. And we think what happened is a pretty marvelous case study of what can happen when you put in the effort, when you persist in the face of underwhelming results, and – most importantly – when you pursue your passion.

It started like this:

The turning point

We decided that if we were going to tell our clients that they had to do something, we had to do it too. Lead by example. If we test this stuff out on us, we would have first-hand knowledge of how it may work for our clients. Granted, it’s different for every company (especially those in industries that are not as savvy as ours) but we at least had to take the lead in paving the way.

We’re always telling our clients that in order to get results, you have to be committed to (and passionate about) doing the work. So, in April of 2012, we made ourselves a client and started doing stuff on a regular basis in order to work toward our goal.

We started experimenting on us.

We set a goal

Back in March of 2012, Mack Web set a (5 year) goal during a visioning retreat:


We’re kind of an ambitious bunch and we knew this was a lofty goal, but we had 5 years to get there so we were dreaming big. At a higher level, this is how we were going to work toward getting there:

Brand Awareness
Constantly work on our brand awareness through our blog (posting one valuable piece each week), PR (getting out in our community), seeking speaking engagements, and attending conferences.


Find mentors in the industry. How did they get where they are now? Why are they doing what they’re doing? What wisdom do they have that could help us with where we’re going?


Explore other companies we aspire to be like (not just in the SEO industry). What is their culture like? What kinds of cool things do they do? Borrow those things and make them our own.


Invest time in on-going training & knowledge. Participate in online tutorials, watch webinars, read, engage in our community, and attend conferences.

We created a strategy

Our small (but mighty) team had our work cut out for us, but we were up for the challenge. We wrote a strategy and assigned the appropriate actionables. We determined that we were going to use SEO, social media, content, and email marketing as our tools.

In a nutshell, my initial responsibility was to be the face of Mack Web. I would go to conferences and also speak if we were asked.

As the CEO, I was also going to take on finding additional mentorship and making friends (and forging strategic partnerships) with other companies that we respected (both locally and globally) in the industry. 

The entire team was going to be responsible for content on the Mack Web blog and I was going to seek guest blogging opportunities to pull in more exposure from a larger and more diverse audience.

Lastly, we all were going to be held accountable for investing time in our individual and collective knowledge base (to benefit our clients and the company). We were going to commit time individually each day, and then also once a week for more in-depth training.

We knew we’d need to set aside the time to dedicate to getting these efforts done, so we created Innovation Friday. Every Friday, without fail, we would spend five hours on us. No client work. Just Mack Web.

We were on our way.

We learned stuff
(and reached out in real life)

In addition to setting goals and having a strategy, we invested a TON in knowledge. But more than that, we actually applied the stuff we were learning.

There are many ways to learn things these days: go to meetups, tradeshows, or conferences, watch webinars or videos, listen to podcasts, read blog posts and books. Hands down though, going to conferences has, by far, been the most powerful catalyst for us in the last 10 months.

I went to three conferences last year: In April, LinkLove, in July, MozCon, and then in November, SearchLove.

Mack Web’s growth in the last year has everything to do with these conferences for two very different and important reasons. First, I made new friends and strengthened existing relationships with people who have been a tremendous help and inspiration. (No matter how impressive your prowess in your industry, never ever underestimate the human element).

Just as important, I assimilated and applied what I had learned. Over a series of weeks, I would pass the wealth of knowledge on to the team and we would use Innovation Friday to watch videos, chat about key takeaways, and implement any necessary training. Then I would evaluate our systems, processes and approach, and we’d integrate the new information. 

Once I took the plunge and started going to these conferences, I found them — exhausting though they were —absolutely addictive. There was a huge rush of energy and an overwhelming tide of new and exciting and information. And when I realized the kind of momentum the company was getting from it, I knew I was hooked.

That conference attendance, paired with the voracious amount of reading we were doing, allowed us to change old routines and do what was best for the client, making all of the difference in our success.

I started working toward a focus
(in my guest blogging)

When I was at MozCon, I had breakfast with Jon Henshaw  and he gave me a piece of advice that has been a major contributor to all of the good fortune I’ve experienced in my own career in the last 10 months:

Find your focus. Decide what you want to be known for in the industry. 

Don’t just write blog posts, write with intention. Post less frequently if that’s what it takes. Instead, collect your ideas. When you do write, make those posts epic.

I’m telling you. This works.

It took me a while (5 months to be exact) to figure out my focus. It wasn’t until the end of the year, after I had gone to all three conferences that I finally realized what I wanted to be known for. By this time, Mack Web had pretty much made it through our internal transformation. There’s still more work to be done (there always is), but we had made it through the hardest part. This gave me a ton of clarity and I had finally figured out what I wanted to focus on. It was all of the stuff we were experimenting with on ourselves and doing for our clients. This is where I found my passion.

I scrapped an off-topic Moz post that I had spent more than 8 hours on over the holidays and began the year with Building Community with Value. It was a relief that I had finally found my groove.

In those 10 months, I wrote more than 25 posts. 7 of those for SEOmoz, 5 as a guest on select industry blogs, and the rest on the Mack Web blog. It’s really only been in the last 3 posts that I feel like I’m starting to gain traction. All because (at least it seems) I have an intention.

After I figured out what I wanted to focus on, I wrote a strategy for myself (ironic, I know). I know exactly what I’m going to blog about and when. I know whether to say yes or no (or soon) when somebody asks me to guest blog, or speak, or help them with a side project. I don’t have as much anxiety when I’m with my family or that nagging worry that I’m getting behind. It’s all mapped out for me (for the next few months at least). I have peace of mind.

We measured the results

You’ll be delighted to know that we are now super famous. I am an overnight success. 

Oh, and also a millionaire. Every night I go swimming in my vault of gold, like Scrooge McDuck.

And I didn’t even have to write a book.

Although it would be pretty exciting if all those things were true, here’s the more realistic (yet very awesome) truth of my individual and our collective efforts as a team:

We increased our traffic by 168%

In just 10 months, we’ve increased the traffic to our website by 168%. But more importantly, we are experiencing results doing something that we are very passionate about and that adds value to our company and our community.

Even though Mack Web has been around for 10 years, last year felt like our first. It was the first time in 10 years where I felt that not only were we really helping people build their businesses, we were also adding value to our own.

It really feels like we matter now. Like we’re making a difference. This may have been the hardest we’ve ever worked, but it’s also the most satisfaction we’ve ever experienced. This is what keeps us pushing ahead.

I’ve been asked to speak at some big conferences

I can hardly believe that I’m actually writing this, but this year, I’m speaking at both SearchLove Boston in May, and MozCon in Seattle in July, two of the top conferences in our industry. 

The fact that I’m speaking at even one of these conferences (the same ones that I attended wide-eyed and awe-struck last year) is an honor, and with two, I think I’m going to have to just pack it all in — it can’t get any better than this.

To grow into being considered among the top industry experts who will appear on that stage (especially within a 10 month window) is a huge accomplishment. For me, the experience is reward enough, but yes, I do anticipate it will contribute to Mack Web’s growth this year.

I became an SEOmoz Associate & we’ve signed some clients

Another exciting result of all this hard work is being asked to be an SEOmoz Associate. Carrying this title is an incredible honor and accolade (that, and they have a tremendous following: more than 200,000 on Twitter; 100,000 on Facebook, and 31,000 on Google+). I am proud to represent Moz each month when I write for their blog.

SEOmoz is an amazing company and community. They are admirably passionate about educating and being helpful and I can’t say enough about how they’ve contributed to our growth.

In the last few months, we have been receiving (qualified) leads from my posts on SEOmoz. This is not only flattering, but it is especially exciting because we spend so much time educating and qualifying our clients. To acquire potential clients that are not only avid SEOmozzers, but avid SEOmozzers who have read and resonate with what I’ve written, we’re definitely heading in the right direction.

Update: Mack Web has now signed clients off of our content marketing efforts on Moz. That’s all I have to say about that.

How to make all of this work for your business

Over the last 10 months, we’ve figured some stuff out (through good old fashioned trial and error). If you decide to take the plunge with SEO, social media, and content marketing to build your business, here’s a few things that may help smooth out the road ahead:

Have a goal and break it down
Make some lofty goals, but then make sure that you also break them down into baby steps; actionable, chewable pieces that you can digest and actually work on along your journey.

Share the responsibility for your goals with your whole team. Even if you’re a small company, don’t let the burden rest on just one person (like the founder or CEO) or you won’t get very far. Everyone can be accountable and take responsibility for a part of the plan. (You may, however, have one person who is assigned to managing or facilitating the strategy so that accountability is maintained).

Be sure to assign specific tasks and deadlines or they won’t happen. Just as if you were your own client, create an execution calendar. Have weekly meetings to keep each other on track. This will allow everyone to communicate and if someone has hit a roadblock or has a challenge they’re struggling with it can be solved instead of completely derailing all of your efforts.

Keep in mind that you may not ever get to your actual end goal, but that doesn’t really matter (if you’re doing the work). You’re going to have some great things happen along the way that may even lead to bigger and better things that you hadn’t foreseen or originally intended.

And don’t forget to celebrate. You’re going to be working hard and it’s important to bask in even the smallest victories.

Go to conferences (or other places where there is learning and people)

Don’t just learn digitally. Get in there. Learn first hand and meet people face-to-face. It’s called relationships. It’s what makes things great. It’s also what manifests serendipity.

There’s something that happens when you’re in the moment, wading around in the palpable energy of all of those great people at conferences that kind of just puts things into motion. Social media does not work without the human element. You’ve got to put yourself out there and be with people.

So, do that, and then read. Read a lot. (We may have mentioned this once or twice). Read stuff from people inside of your industry, and read stuff you’re interested in outside of your industry. Read everything you can get your hands on. Read until your eyes bug out of your head. Do it. Make it part of your routine. Since we made learning a priority as a team, everything improved: creativity, innovation, productivity, and delivery.

When you read, pay attention to who you’re reading and curate their stuff. Share it on social media, and, if you’re writing, integrate it into your blog posts. Create a little group of people that you think are awesome and keep tabs on the people you respect. Maybe someday you’ll go to a conference and you’ll get to have a beer and be friends in real life.

That’s the best part.

Find your groove

Bottom line, set some goals and have a strategy. It works.

But above everything else, and especially if you’re thinking of using content as a tool to reach your goals, think first about what you’re passionate about. If you choose something to focus on and write (and even speak) about, it better be something you really love.

But before you just select your focus based on your passion, do some research. Is there someone already out there writing and speaking about the topic that you’re passionate about? If so, how can you be unique? What can you add to the conversation? In your writing especially, you want to be generating stuff that is better than what’s already out there. Not only for your audience, but also so that your content has a nice cozy little place in Google’s index.

For me, I just got out there and started writing about the stuff I knew and had experienced with our clients. In the end, ruminating on my journey in my company brought me clarity on where I wanted my focus to be. It may be that way for you too. Just be strategic about it because when you have intent, the (positive) results seem to come more naturally.

Being passionate is more important than any other tool, tip, or technique

This last year hasn’t been about the web marketing that we’ve done for Mack Web. On a personal level, this last year has been all about discovering my passion for building this company into something remarkable. This passion that I feel about Mack Web comes from the same passion I feel for the culmination of SEO, social media, and content marketing (all the tools we’ve used to build our community and experience these results). This is something I wish I could instill in everyone who wants to take this web marketing journey.

If you read this and think, “ok, so what you’re saying is I have to write exactly 25 blog posts, and go to three conferences (which ones were those again?), and get really focused,” then you’re completely missing the point.

There isn’t an exact formula. There isn’t a magic path to take. The truth of it is that you could do all of these same things that I just described and not experience any of the success. You’ve got to be passionate, care about your business and your community, and keep doing the work.

Here’s to working toward big goals

So we haven’t received the Best Web Marketing Company in the West award (I’m pretty sure Ryan Seacrest will be contacting us directly any day now), but, as you can see, the ‘smaller‘ victories we experienced in those 10 months have more than compensated.

We may never reach our five year goal, but this journey is pretty sweet. I think we’ll stick with it.