In this episode of The All-In Podcast, Daniel speaks with Melanie Galioto, a digital marketing consultant and creator of the ‘Slacker Success Formula.’ After a brief career in sales, Melanie quickly realized that she wanted something more. As she began to experiment with automation, she discovered that she loved the entire process. Unexpectedly, a new career was born.

One of the ways that Melanie helps a business is to get the owner to step back and focus on their expertise. Business owners don’t have the time to fix broken links and deal with an ever-changing platform.  In a vigorous cycle of planting seeds, prospecting and pushing forward, digital marketing makes sure a sales pipeline never runs dry.

Lead generation is key. When the pandemic hit, the business model for many industries changed overnight. Some companies got better. Others grew paralyzed and failed. A competent e-commerce platform is essential to survival. Model what works. Follow the social proof and work hard. Everyone is in this together, and a strategic partnership is a win for everyone involved.

The biggest challenge is finding the right people. An employee’s goals must be similar to that of the employer’s. The goal should also be clear. Once it’s set, all of the focus needs to be in that direction. 

Melanie warns against ‘shiny object syndrome.’ When solving a problem, it’s easy to see another problem and then lose track of your original purpose. Hire an expert, if necessary, and get as much information as you can about the field you are entering. It’s not always enough to just work hard. Work smarter and embrace the ‘slacker’ lifestyle.