Top 5 Marketing Mistakes I Made as a Creative Entrepreneur

Ask my parents and they’ll tell you I’ve always been a DIY type of person. Fiercely so. I can respect the advice of experts, but often haven’t always had the resources to hire them as my husband and I have both ventured out into the world as creative freelancers.

So, I read. I listen. I experiment. I learn.

After over a decade marketing creative ventures, such as my own businesses, as well as helping countless creatives find new ways of reaching their audiences, I’ve compiled a toolkit that I’ve come to lean on. It isn’t perfect, but the best thing about it is that it is all things I’ve learned to do myself.

The road to this refined toolkit, which I provide in Marketing Tools for Creatives, hasn’t been smooth. I’ve fallen flat on my face many times. I’ve also fallen into the trap of doing something the wrong way, only to realize it years later. That means I need to do the additional work of undoing some things and implementing others.

Here are the top 5 mistakes I’ve made over the years, laid out here for you so that you can hopefully avoid them!

1. Not using my header tags. These are the h1, h2, h3, etc. tags you’ll see offered on your website formatting. I should have taken the time to customize them to look the way I wanted and then actually used them. Instead I would bold and enlarge the font to indicate a header or subheader. Instead, when I changed website themes or templates, often my headers got messed up. Had I used the tags, it would have formatted them accordingly. And I was missing out on the most important thing of all: SEO. By using those header tags you are telling search engines, “this content is important!” It’s all part of the SEO game.

2. Pitching too long. Editors are busy. I know because I am an editor, and have emails that land in my inbox that I often can’t attend to for weeks. Your best chances of getting published are to keep your queries well-written and thorough, but concise. Aim for a page and if they want more information, I think they’ll come knocking. (I cover query letter and press release writing in the course.)

3. Blogging aimlessly. Our interests will shift as we grow in our lives and in our work. But be careful if you blog to make sure your blog continues to be representative of who you are today. Go through your content every half year or so and make sure it wouldn’t be embarrassing if people accessed content from 10 years ago. Update blogs that need a facelift. You don’t want a bunch of dead links flying around the Internet, so if you choose to retire blogs, make sure you have a proper 301 redirect in place or a good 404 (page not found).

4. Abandoning my email list. In general I’m the kind of person who will follow through once I’ve started something. I started up an email list for my freelance writing and then life got busy (two kids…) and I didn’t send emails for the longest time. Like two years. I should have kept focusing on growing my list and sending out low-maintenance emails, even every two to four months. It would have been better than nothing. (When I finally did send an email, I actually got a response back from someone saying, “Who the heck are you!? Stop emailing me.”)

5. Going a little too DIY. This one applies to Facebook Ads, something I’ve found more success with recently. But it wasn’t until I got set up with a Business Manager Account on Facebook and started to play with Custom Audiences and Saved Audiences. I finally did a short Facebook Marketing course to learn more about targeting and copy writing. Before that, I think I wasted my money on ads, which weren’t being targeted effectively towards people who would even click in the first place.

So, what did I do instead of all these silly things? This is the meat of the course I created called Marketing Tools for Creatives, which presents creatives with the “what” and “why” of my personal marketing toolkit. I don’t think my husband and I would be pursuing creative careers today if it weren’t for the solid marketing skills we’ve finally landed on. So, if you’re curious, take a look at the course! It’s great for writers, photographers and visual artists, too.

If you’d like a little sneak peek download these 5 Small Changes That Make a Big Difference, and I promise you’ll already be ahead of where you are today.

Travel Memoir to be Released Fall 2022

Six years ago, I made a commitment to myself to one day write a book that would chronicle my adventures and transition to parenthood. Fast-forward and life got busy, I had another kid, started a few businesses, put together four photo travel books with Paul and, voilà, the project was perpetually put on hold. But the dream never faded and in the fall of 2018, I connected with my publisher and finally got the wheels in motion.

Hiking on Rapa Nui. Photo by Paul Zizka Photography.

With that, I’m excited to announce that I signed a book contract for a travel memoir to be published by Rocky Mountain Books in Fall 2022!

“Travel memoir” is the best I can do to distill the book down to its essence, but it spans the past 15 years, and tracks my journey West and then off the beaten track. It spans oceans and continents, from peaks to valleys, as I learn to navigate an adventure-filled life, unlike anything I was raised with, and guide my young kids down the same bumpy path. It’s not a book about parenting, so much as about adventure amplified with children added to the mix, and what it means to choose adventure as a way of life in all its many facets.

Top to Bottom, Left to Right: New Zealand, Lake O’Hara, Auyuittuq National Park, Bermuda, Rapa Nui/Easter Island. All photos by Paul Zizka Photography.

As of today, I’m 33,792 words in and I can tell I have plenty of work ahead. But I’m in love with the process and the opportunity to relive my memories as I shape them into this book.

You can keep up-to-date with developments on this by signing up for my email newsletter.

My 5 New Finds This Summer

Time is precious, and in a world where we have a million options to choose from (in every possible realm of life!), I find it helpful when other people help me narrow those down. When you come across something great, why not share it? That’s what this post is all about – my latest finds for making life easier, more productive and interesting.

1. This I Know, by Terry O’Reilly

downloadI put a call out through Facebook earlier this summer, asking for summer reading recommendations and I was inundated with some amazing responses.

One, in particular, caught my eye: This I Know: Marketing Lessons from Under the Influence. I have enjoyed Terry O’Reilly’s radio show for years, and this book perfectly summarizes the lessons I needed to hear running various small business. I highly recommend it to business owners and marketers.

 

2. Great Big Story

Like many of you, I can’t resist a compelling video. Unfortunately, most of what I see featured on Facebook looks great until you watch it and realize you’ve wasted five minutes of your life. But not with Great Big Story. This is a global media company that does storytelling right, and they are always on a quest to, according to their website, “discover the untold, the overlooked and the flat-out amazing.” I highly recommend you follow them on Facebook for a weekly dose of content you’ll actually enjoy.

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3. Fjallraven Kånken No. 2 Laptop 15″ Bag

My husband will tell you I have heaps of bags at home. Laptop bags, hiking packs, backpacks that second as laptop bags. Despite the choices, I have my favourites, so I’m constantly switching my stuff around, emptying out my snacks and gear from a hike to load the bag up for a desk day. I also find that bags can be too big, leaving me with lots of bulk when all I need is to transport my laptop to the office, with just a few other items. Enter: the Fjallraven Kånken No. 2 Laptop 15″ Bag. I love the bag’s durability, size, and detailing. Plus I trust this long-standing Swedish bag-maker to make something that feels comfortable to wear.

 

4. LastPass

If you struggle to remember passwords across your devices and accounts, I highly recommend you take a look at LastPass. Between my personal and business accounts online, I have dozens of passwords and logins to remember. With LastPass you can say goodbye to notes scribbled on paper or the need to reset your passwords when you forget. It takes a bit of effort up front to get all your passwords into the system, but after that, you’ll be so glad you did.

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5. Happy Scribe

Writers and researchers know just how long it can take to transcribe an entire interview. I remember hours spent pausing tracks and pounding as fast as I could at the keyboard. Often, I’d only use a small portion of the interview, but I still felt it was important to have the whole thing recorded in a document. Happy Scribe is a service that allows you to upload your recordings and pay a nominal fee to have it transcribed at lighting speed. You’ll likely need to do a pass of it to make any corrections, but the bulk of it will be there. Major time saver!

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Notes: None of these companies paid to be listed in this post. These choices, and my opinions of them, are entirely my own. This post contains affiliate links – if you click on them and make a purchase, it sends me a small ‘thank you.’ Finally, thanks to Fjallraven for sending me the Kånken No. 2 Laptop 15″ Bag. You know what a writer needs! I have many bags for laptops, but this one now takes the cake. I didn’t need to include it in this post, but I chose to because it’s truly one of my new favs.

 

 

My Favourite Things From 2015

I resisted writing this post today for various reasons. Busyness. Fatigue. Repetition. Mainly, I wondered if these more personal reflections are better kept in a journal.

But, as usual, my keyboard called me back.

I have been doing a year-end review online for nearly ten years, in one form or another. And every time it forces me to sit down and count my blessings, to recount the moments that made me smile. I have also enjoyed reading the annual reflections that other people are posting and think it’s silly to keep these thoughts to yourself. Putting them out there helps to spread positivity in this world, and I think there can never be too much of that. 

I recently heard that it’s in being grateful that we find joy and not the other way around. So, call this year-end round-up my way of expressing gratitude for yet another year of memorable, sometimes miraculous, things. This is by no means a comprehensive list, but sometimes the ‘top-of-mind’ items stand out for a reason. In no particular order…

My Husband.

If you’re wondering who inspires me, it’s my husband, a guy who chases his dreams with relentless passion. Seriously. I don’t know anyone else who, among many other things, stays up all hours of the night waiting to shoot dramatic and innovative photos of the Northern Lights, plans photography workshops in his dream destinations like Greenland, keeps up with a massive social media community, and manages to find an amazing amount of time for his wife and daughter.

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Paul under The Milky Way over the mountains in Mount Assinboine Provincial Park, British Columbia.

My Dream Job.

A “dream” job does not imply that everything is easy. While it’s quite the opposite, I am grateful for the opportunity to use my skills in a meaningful way and sink my teeth into an exciting project. Many of you have already seen a bit of what Crowfoot Media is up to, but I can’t wait to release the first volume of the Canadian Rockies Annual, our beautiful print magazine (if you’d like to have it, order a copy!).

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This is a mock up. Yeah, we make you wait for the real thing. ;)

My Daughter.

This little rock star is growing up to be a beautiful human, inside and out, with the most vibrant and vivacious personality in 100-square-kilometre radius. She calls me to be my best self each and every day and opens my eyes to new ideas and possibilities I often overlook. I love her spirit and can’t wait to create some new memories with her in 2016.

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This Quilt.

My mother sewed this quilt for my daughter for Christmas this year. It makes me grateful for the family ties and the love that flows through the generations. I don’t take this lightly as I have a number of people in my life who don’t share in this privilege. So here’s my shout out to anyone who has (or is married to someone with) Ward or Moore blood running in their veins, including my parents, sisters, brothers-in-law and nephews.

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Our Trip to Belize.

It was an ‘easy’ trip by our standards, in that we didn’t rough it or explore as much as we usually do. But it was exactly what we needed. We learned the hard way that on previous trips we had pushed our little girl a bit too far past the limits of her temperament. (On that note, you can read about that in The Difference a Year Makes).

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Biking to The Split on Caye Caulker, Belize. iPhone snap by Paul Ziza.

My Business Partner. 

The very term feels a bit too stifled since I’m lucky my Crowfoot Media business partner and I work insanely well together and we get along! Dee Larosa (Medcalf) is one of the most talented designers I know (check out Phaneric.com), and I am eternally grateful for her attention to detail and self-motivation. Knowing we can lock ourselves up for hours on end for a work retreat or take off in the backcountry for four days and come out still talking is totally awesome!

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Me and Dee (left) and our volunteers at the Spindrift Sessions back in June. Photo by Kurtis Kristianson/Spindrift Photography.

Mountains!

It has been a long journey back to this point, and one I’ve written about in depth over on AdventurousParents.com. This past year, I went on three backcountry trips (to Lake O’Hara/Abbott Pass Hut, Skoki and Egypt Lakes) and climbed Mt. St. Nicholas, Mt. Cory, Mt. St. Piran, Fairview, Mt. Lawrence Grassi, Lesser Pharoah Peak, Cirque Peak, Wastach Peak (am I forgetting a bunch?). The best thing was I fell right back into my stride as if I’d never taken a break.

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Coming down from St. Nicholas Peak. Photo by Paul Zizka Photography.

 

And to complete the list…

I am grateful for my house, my friends (who shall go unnamed so that I don’t forget anybody!), my writing nook, the gym with the awesome views, cappuccinos, chocolate, hiking, biking with my little girl, yoga, skiing, Paw Patrol, gluten free baking,  Wild Women Magazine, Aventura Clothing, our Crowfoot Media contributors, the last light on Cascade Mountain, and everything else, even the ugly stuff that made me stronger.

Have a Happy New Year everyone!