As an entrepreneur, you probably wake up every morning to an inbox full of advice from industry leaders on all the best, newest, most sparkly ways you should be marketing your business. That advice tends to focus one central premise: More. More Facebook ads! More webinars! More Periscope!
The end result? You lose sight of the purpose of marketing: to build real, authentic relationships with the people who most need what you have to offer. It’s difficult to create any momentum in all that manufactured noise — and you’ll drive yourself insane trying to keep up with it all.
If you’re overcomplicating your marketing, consider this your permission slip to stop. Here’s how.
1. Lose the marketing platforms that don't best connect you to your audience.
Each new marketing platform — whether it’s Instagram, webinars, or Facebook groups — can feel like a new opportunity to connect with your target audience. But not every single one of them is right for your business.
Take an honest look at each of your platforms. Is this where the people you want to work with right now are spending time? Are they really on Twitter? Do they actually join webinars? Will they really go to the conference you’re appearing at?
If the answer is no, take those platforms out of the equation.
Then consider what you need to offer on each platform to make an impact. For example, if you’re on Instagram, you should be sharing gorgeous photos. If you’re speaking at an event, you need to write an incredible speech and be comfortable talking in front of lots of people. If you host a Facebook group, you have to share articles, tips, resources, and advice for a large portion of the day.
Do any of these platforms feel like they don’t play to your strengths and the strengths of your business? Do you actually HATE public speaking? If the answer is yes, take those out, too.
2. Make your content work overtime.
Here’s how this works: You write a speech about a topic you know your community will love and deliver it like a boss. Edit the speech and turn it into a blog post. Write a quick email to your community, giving a few high-level teasers from the blog, and send the email, with a link to the blog, in your next newsletter. Pick different quotes, facts, or stats from the blog post and tease them on your different social media platforms. Host a webinar on that very same topic, using the content from the speech and the blog post.
Not only does this strategy cut down on the content you’re creating, but it helps people get to know you as an expert.
3. Give each platform a specific purpose.
While the main goal of each of your marketing platforms is to create real, authentic relationships with the people who most need what you’re offering, it’s crucial to give each platform a clear business objective.
For example, you may decide that the purpose of your webinars is to grow your email list, the purpose of Twitter is to connect with influencers in your industry, the purpose of Facebook is to have one-on-one conversations with your existing community, and the purpose of speaking at an event is to introduce your brand to a new community.
Having clear goals simplifies how you use these mediums by keeping you focused on one objective for each platform.
4. Create a realistic editorial calendar — and live by it.
Now that you’ve narrowed down your platforms, assigned each of them a purpose, and learned how to make the most of each piece of content, create an editorial calendar that works for your business.
The key to successful marketing is to create unique, useful content for your community and get it in front of potential clients consistently. It’s not to get in their faces seven times a day. Maybe you need to publish two blogs post a month instead of four, or to host a webinar quarterly instead of monthly. Remember that the best marketing is focused on creating real, human relationships with clients and potential clients. Quality over quantity always wins.
Alex is a marketing and brand strategist for entrepreneurs and the creator of I Want To Promote My Business (but I have no idea where to start!). After spending nearly a decade working in communications for brands like NASDAQ and Thomson Reuters, Alex now helps entrepreneurs and small businesses create brand, messaging, and marketing strategies that leverage all the ways they innately connect and communicate with people, human-to-human. Alex's articles have been featured on The Daily Muse, Forbes, TIME, Inc, Mashable, and Newsweek.