As the unemployment rolls top six million people (plus the uncounted and totally discouraged), we have to face a couple of facts:

1. quite a few people do not have the skills for today’s knowledge economy

2. our education system doesn’t equip students with employment skills

We live in an Outsourcing environment. Companies are downsizing, but are also hiring contractors and consultants to fill needs and get projects done. We are moving to a world of Freelancers.

This is scary for many people because there is no job security in freelancing. There are no vacation and health benefits. And you have to sell yourself! That’s the scariest part. It’s like being on job interviews all the time.

Let me tell you something: as a W-2 (employee) you don’t have job security either. But you do have the illusion of it that let’s you sleep at night. Benefits are even being cut to the retirees! What? you put in your 20 years and along comes a benefits cut! BAM! What now?

Americans rely on the state and federal governments for too much. And the taxpayers get mad when the budget skyrockets. The government back stops insurance, banking, education, infrastructure, the military, etc. It can’t do that forever. You will need to take some responsibility for it yourself.

As we move into the Era of Freelancers, you will need to keep current on your industry as well as on skills. For instance, as a web designer you have to keep up on CSS, Java, PHP, .NET, etc. As a graphic artist, you have to keep up on Adobe products, but also mobile web sizing.

Many businesses will be relying on the skills of freelancers – consultants, contractors, 1099’s – for long term and short term projects, goals and skills.  The soon you get used this idea the sooner you can start planning for it.

1. What marketable skills do you have (what’s your cash machine)?
2. How will you market those skills?
3. What training do you need to stay current (or certified)?
4. What conferences do you need to attend to stay current and noticed?
5. What are you passionate about?
6. How will you Crush It?
7. How do you become a Linchpin in your niche?
8. Think about the Brand Called You!

I hear this all the time. “I can’t write. I don’t have time. What would I write about? I’m a lousy writer.

Seth Godin would say that is your lizard brain yelling at you. It’s creating excuses, throwing up obstacles. I say, “Just do it.”

You can’t write, but you can if you practice. You can if you are writing about something you believe it. (You believe in your company’s products and services, I hope.)

You have to make time. Marketing costs money or time. Either hire a marketing firm or schedule some time – regular appointments when you are freshest is best.

What do I write about? I have answered this numerous times. Tell stories about your customers, your community, your industry, your employees, your charity. What do you talk about at networking events? Write a short post about that. (It’s a place to start!)

You are a lousy writer – now. With practice (and maybe some editorial help) you will get better. But to do that you have to get started!

If you don’t want to write — audio and video work too!

I have clients that like me have a blog here, a website or 3 over there, a twitter account or 2,  a Facebook fan page and personal account, and some other online properties. Whatdo you do with all this online marketing?

Here are the Top 3 Online marketing Assignments

1. Have an overall plan for the entirety of your online marketing.

2. Have a plan of attack for each platform.

3. Execute by scheduling time.

In some ways, all of your online messages should be aimed at one theme. An editorial calendar to let you know that in January you will be talking about this one subject or charity or purpose all month in some way across the online world. In February or in the second quarter, it can be another theme or subject or case study. Or it can be the same one all year long.

Note: You want to be speaking about the same keywords across all platforms to tie you to that keyword. (Usually we call this SEO, search engine optimization).

When you have disparate internet properties – more than 1 domain name for example or you blog on wordpress – you have to find a way to tie the properties together. Maybe it’s a blog roll box, a contact page, an about us page, a where-to-connect box, etc.

Note: This is linking it all together. Your theme based on keyword(s) will tie it all together.

Many companies want to be everything to everybody. That’s fine if you are GM, Subway, Nike, Coke or McDonalds – and have their marketing budget. But you don’t. So the more finely tuned your message is, the better.

The more targeted your message is to a very specific audience, the cheaper and easier it is to market to that niche.