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The Legacee Academy

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3 Methods of Learning Digital Marketing

a. Teach Yourself


Image by: Aaron Escobar

I’m self-taught in a lot of digital marketing areas. Many teach themselves so there is something to be said for that. The major downside? You have to shift through a lot of marginal content to find truth. 

b. Find a b-School Program.


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There are good b-school programs, if one must have a degree. 

Take a Legacee Academy Program.


Image by: Brian Solis and JESS3


It’s about practical real world theory that develops your ability to:

  • Generate revenues,
  • Uncover qualified leads,
  • Get people to show up.

You can take individual classes as needed. These are classes you typically cannot find in the b-schools and are highly desired by employers and the entrepreneurial — who want to diversity their income streams.

Build Skills With Coaching. After all, the best digital marketers are more than just librarians. Practical expertise but focused on context, application and skills development. 

You may remember a problem mentioned earlier — not finding individuals with digital marketing expertise? We ended up solving the problem by putting together our own training program — one one that offers internships.

Explore whether an Academy Digital Marketing Internship might be right for you. 

It consists of classes without grades (managers and executives could care less) but you get to apply what you know — and that makes all the difference when it comes to generating revenue for yourself.

You can take individual classes as needed. These are classes you typically cannot find in the b-schools and are highly desired by employers and the entrepreneurial — who want to diversity their income streams.


Upcoming events

    • 01-Jul-2019
    • A 6-Week On-Line Full Class With Instructor A 6-Week On-Line Full Class With Instructor (Digital Marketing Concentration: Track I)
    Register

    Most people have many contacts in their network, but few know how to leverage these contacts. There is a similar phenomenon in chemistry, where there exists both potential energy and kinetic energy. Potential forever remains a possibility. Kinetic energy makes things happen. And so it is with your Linkedin network, you must convert potential energy (contacts) into the kinetic kind (referral sources, appointments and interviews.)

    Class Modules


    This online class is about developing contacts and taking actions that covert work leads to prospects to work. You will learn how to:

       • Develop both personal positioning
       • Put together your branding strategy
       • Develop more high quality leads
       • Take more effective conversion actions


    1. The Essentials of Branding, Positioning and Differentiation


    Image by: Ivan Walsh

    You have the option of presenting ourself in many different ways. Whether one wants to do so depends on the nature of the product or service. Sometimes people want to hire the expert. Sometimes, they want to hire the business. Sometimes they want to hire an expert who has a business. This section looks at the corporate entity and how it might be used on this medium.

    2. Branding Tricks: Enhance Your Personal Brand With a Top-Drawer Profile and Your Corporate Identity with a Company Page

    "A child of five would understand this. Send someone to fetch a child of five." — Groucho Marx


    Image by: dodgers


    A well thought out profile does something really important: it creates depth of expertise and satisfies the question of credibility. How to get found? How to make your profile function like a magnet? The issue is two-fold: first, knowing who to make it searchable. Secondly, once getting them curious, interested and motivativated enough to contact you. And one should not forget, you also can promote services through company page.


    3. Growing A Targeted Network: 



    It's long been known that in professional circles the quality of the network is very important. In the old days, one used a rolodex and a phone. Today your options are more numerous and more complex. Linkedin presents one way to leverage a network, but it is not the only way. The way Linkedin manages the network is through "degrees of separation." This model has strengths, but it also has major weaknesses. For example, to assume all individuals you know are equally important, and is willing to help you out is not a valid assumption.

    4. Publishing to Project Your Expertise and Boost Your Social Capital

    "If the only tool you have is a hammer, every problem looks like a nail." — Unknown Source


    Image by lumaxart


    Linkedin has both basic functions which one must master and the advanced options which you can choose to use. ANSWERS as the name implies is a service defined to get answers to your questions. Its value lies asking good questions and answering the same. How do you jazz up a profile? You can add applications. While it is not necessary, potentially one can create another channel to impress. Some may want to host an event. Events offer a valuable way of getting to people together either locally or on the web. For example, you could host a local group or might want to offer a webinar of some type.

    You also receive two bonuses modules:

    How to Leverage Groups. There are thousands of groups you join. Some groups you join because of a common interest, (i.e. technology) or (much more likely), it's where the clients or recruiters hangs out. Once you join a group you can: share your knowledge to help others, post a news article, start a discussion, answer a question, or post a job lead.

    Manage Your Reputation. Before one starts to develop a personal brand, its wise to take a look at what is already being said out there since most individuals will not only check your profile, they will also do a quick check on Google. And of course, you want to keep some information out of the public domain to discourage identity theft. 




    • 01-Jul-2019
    • A Four-Module Full Class On-Line
    Register


    "Opportunity dances with those on the dance floor." — Unknown

    In the course, we are going to make use of social networks. First, these networks have a great deal of useful information on them.

    Secondly, smart use of the network not only allows you to establish a network, but can get you part-time or full-time work. 

    Module 1: The Social Media Landscape


    Image by: Ibrahim.ID

    Today, it has never been easier to start a business. Barriers to entry is relatively low, especially if one has digital marketing expertise. But one still has to think big — think like a great Founder who wants to grow a large organization. One has to think like a Great Founder.

    Module 2: Spreading Your Message Far and Wide

    "We live in a world where the lines between our personal and professional lives are blurred," said Rob Begg, CMO of relationship analytics platform Introhive. "We're connected to colleagues on Facebook. We have clients following us on Instagram and peers adding us to LinkedIn. Social Media Branding: Do's and Don'ts For Entrepreneurs


    Image by: The Opte Project

    Module 3: Find Your Voice — Using COPYWRITING Techniques To Construct Powerful Messages

    "I once used the word "obsolete" in a headline, only to discover that 43% of housewives had no idea what it meant. In another headline I used the word "ineffable," only to discover that I didn't know what it meant myself." — David Ogilvy


    Painting by Rembrandt

    The story goes, "Content is king." And even in email, good content still rules. In this module, you will learn the copyrighting technique to make content interesting and motivational. To do so, you have to understand the nature of who to write. For example, if you write like a professor wants you to, you will fail.

    You will learn about to major forms of email marketing. The first is the promotional email. This is normally a stand alone that goes out to promote a particular offer or announce an event. For example, a monthly meeting of an association has this structure if the organization changes topics or has a featured speaker. The other form is the email based newsletter. 

    Module 6: Smart Curating: Getting Content The Easy Way

    Finding Content Can Take a Great Deal of Time—Time Best Spent Elsewhere

    Those who succeed in their branding efforts understand that you have to set-up a process—a process that runs week by week and with time keeps getting better and better. But you don't have to be a Six Sigma Black Belt, but one must insure that the key process steps are in-place. 

    Murray Johannsen brings to the course two hard to find qualities: depth of teaching expertise and real world digital marketing experience. 

    As Founder of Legacee and the Legacee Academy, he supervises the execution of all digital marketing campaigns. Plus, he teaches a number of marketing and digital marketing courses as a part-time professor at the University of the West and other universities such as UCLA. 

    On the academic side, he received from the University of Iowa he received both a B.S. in Pharmacy and a MBA. He then went on and finished his formal education with a M. A. in Psychology from Harvard University. 

    Questions? Feel free to contact Mr. Johannsen by:

    ·       eMail: Info@legacee.com 

    ·       Linkedin: https://www.linkedin.com/in/murrayjohannsen

    • 08-Jul-2019
    • A Six-Module Full Class On-Line (Digital Marketing)
    Register


    Image by: Parceiromaste

    Today, you can't do digital marketing without the use of video. Not only does it enhance the brand and increase conversion, but video makes or breaks crowdfunding campaign. It's the text and the images that get people interested but it is the video that closes the sale. Studies have shown that a good video increases the likelihood of making a sale.

    It's much more powerful medium than just using text or images when building a personal brand. Honestly, hardly no one remembers the article you write but they will remember that video.

    Your will learn about:

    Module 1: Why Use Video? Understanding It's Business Case


    Image: D-Kuru, Fractal forms on the cover side of a microwaved DVD

    There has been a shift in marketing. In the old days, everything was text. They images and text were combined. Now, we are seeing away from both to using video. And not the high cost video we see in television, but low cost messaging within the incomes of everyone who has recent smart-phone. 

    This model focuses on marketing applications were smart use of streaming video can enhance the brand, capture leads, improve the probability of conversion and close the sale. 

    Module 2. The Top Platforms — What Each Does Well

    Image by: Officialkalla

    Not too long ago, there was only one video channel that you had to worry about—YouTube. And YouTube continues to maintain its dominance. However, all the other major social channels are piling into the video bandwagon. Even Twitter is trying to add video. 

    From a branding standpoint, the plethora of competing channels creates opportunity to reach the same niche in another way. If they getting your message on YouTube, it might get through on an additional channel. So it could be a way or use content more than once or another way to watse way your time. 

    Module 3: Setting-Up a YouTube Channel


    Image by: Gaurav Shakya

    With many platforms allow you to build a following, your work, your effort is not reworded. Some platforms even want to own your intellectual property. In fact, you better test the terms of service prior to posting if you don't wan to loss control of the fruits of your labor. 

    Also, your entertaining one of Facebook's members is worth $11.86 per user per quarter to Facebook corporate. But you will receive nothing for your time (Eavis, 2016). The same with Snapchat and with Instagram. Seems like a lot of work to satisfy vanity needs. 

    But at least on YouTube, there is the possibility that you can receive income if your channel is successful. If you are really good, you can get into the six-figure range. This offers real possibilities. 

    Module 4. Must Use Video Optimization Techniques

    Image: Andrew King.

    Part of this is done in the way the the video is shot, some of it needs to be done in post-production, and even using basic search engine optimization techniques.

    Module 5: Module 5: Video Marketing: Strategy and Tactics That Work


    Image by: Halicki

    One can always hope with a video that you have the field of dreams phenomonon—that if yo make it, they will come. Sure, people do get struck on a golf course by lightening—but I would put big money on it. If you wan more of a sure thing, you need to engage in a vigorous marketing program.

    Module 6. Planning and Executing a Campaign


    Mahatma Gandhi at railway station in the early 1940's



    • 29-Jul-2019
    • A 6-module Online Program. Available as a Twelve-Week Dual Track Full Class (Level II: Skill Learning)
    Register

    "A competitive world has two possibilities for you. You can lose. If you want to win, you can change." — Lester Thurow, former Dean, MIT Sloan School.

    Standing pat on existing competencies is a recipe for disaster; for skills today are not the one's you’ll need tomorrow.

    The path to success has been compared to climbing a mountain. The greater the achievement, the tougher the climb. To succeed, you will need climbing skills. But first, you need a map. For it doesn't pay to be lost and confused, uncertain of direction, full of doubt over what roles you want to play, what mountain you want to climb. 

    There is a solution, a method called Skill Mapping. It's a set of practical techniques that allow you to decide the work role(s) wanted, the skills needed and the actions required. So first come up with a map you can follow then build the skills you need. There are six modules in this course presented as steps on a journey.

    Steps You Must Take To Map Your Future

    1. Define Your Current and Future Roles

    2. Continually Scan the Environment

    3. Document Opportunities and Threats

    3. Know Thyself

    5. Define Strengths and Weaknesses

    6. Take Action

    Take as an on-line class or with your own Master Instructor for individualized mentoring and coaching on the Dual Track

     

    Step 1: Visualize Current and Future Roles

    "The door of opportunity frequently opens for those best prepared to walk through it." — Murray Johannsen


    Roles aren't just played in Hollywood and Bollywood. On the stage of work, you can be a bit player or a star. Imagine your future roles a future you define — not your boss, not your parents, not your university — you.

    Now you will be looking at three roles, your current one, the next one and your aspirational role. After all, if you don't have a destination on the journey of life, you are forever lost. 

    Step 2: Continuously Scan the Environment




    Sure, you can surround yourself with a zone of complacency and now understand what's going on. But the world is stronger than your security blanket. You might as well know as to be ignorant.    

    Step 3: Decide on Your Threats and Opportunities

    "Luck is what you call it when preparation meets opportunity." — Gen. David Petraeous, Frequent Saying, Washington Post, June 23, 2010


    You’ll be in the career slow lane if you can’t sense opportunity. Worse, you can lose what you have if you don’t deal with primary threats. Be a strategist — of your own career. 

    Globalization is not all peace, love and happiness. The evolving global economic structure has created a number of real threats and possible threats that will have to be dealt with and planned for. This section will look at existing threats and highly probable ones impacting global business.

    It was once said that opportunity is often masked as an insurmountable problem. Since there are no lack of problems in the world, we all must be surrounded by opportunity.

    Unfortunately, very few people know what opportunity is let alone sense it. To paraphrase a Winston Churchill hill saying, "The average man trips over opportunity, but quickly stands up and keeps going."

    Step 4:  Assess Your Core 5 Competencies

    “You get hired because of your strengths, fired because your weaknesses.” — Murray Johannsen




    Image by: AnonMoos

    You can't easily change your traits, but you can build your skills. Some skills are always in demand and always pay well. Paradoxically, these are often skills not taught in the universities.  

    In the Core Five model, every role has a unique set of five competencies. They are:

    • Technical. 

    • Leadership. 

    • Management. 

    • Strategy and Tactics, and 

    • Self-Mastery. 

    Be smart — build what the universities don't teach you but corporations want — and what your desired roles require  

    Step 5:  Determine Your Own Strengths and Weaknesses

    “If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle.” — Sun Tzu, The Art of War

    “Give me six hours to chop down a tree and I will spend the first four sharpening the axe.” ― Abraham Lincoln

    As Legacees founder likes to say, “Your strengths get you hired, your weaknesses get you fired." There’s nothing worse than being blind-sided; you can’t fix what you don’t know was broken. 

    And remember, no great dream is every achieved with the strengths you now have. Iif you see yourself as an unfinished work, as someone who doesn’t want the same job for 30 years, as a person who wants to move up the ladder of success, you better work on those weaknesses.

    Step 6: Take Action


    Mapping. On the journey of life, you better have a map or you will always be lost. That's the purpose for the first six steps. 

    Once map has given you the layout and your destination, but one must choose from among different paths to get there. For example, skills needed must be built and ignorance diminished.   

    This is the Routing. Choosing the best path is not so easy when you have lots of alternatives to sort through.

    One has to figure out how this has to be done. Understand that there are others who can do your job and machines might as well so forever build skills. Don't stop  

    This is where assessments, a mentor, or a coach comes in handy — it’s vital to get feedback from an expert. They can provide specific details only someone who really mastered a skill is capable of knowing.

    And to make the course more enjoyable, there are:

    Memorable Quotes. Lots of them from the famous and the wise.

    Beautiful Images. Numerous paintings from the old masters. After all, eyes were not made to see in black and white.


    • 19-Aug-2019
    • A 4-Week Skill-Building On-Line Short Course
    • 10
    Register

    Average speakers use a presentation to inform. Great leaders use the platform to persuade, motivate and to inspire. They know techniques one has to learn and practice to wow the audience. 

    Cleaver speakers know they must capture the audience’s interest in the first one to two minutes. They must make a positive impression based on nonverbal communication and subtle characteristics of the voice.

    And they sweat over how to make a strong conclusion. They know how to embed use facts, statistics, stories and anecdotes, they are skills at framing questions questions, etc. Other important variables deal with the use of support material such as facts, statistics, stories and anecdotes, the ability to ask and answer questions, etc.

    When the best visuals are combined without a dynamic, credible speaker, there a magic in words. Be ready to learn how to cast a few spells.

    Discover proven tactics to increase persuasiveness and the wow factor.


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