Less marketing noise.More clarity, strategy, and action. Blog
Choosing marketing tactics based on what works (even when you don't like it)
All too often I speak to clients about various tactics in marketing and they scrunch up their faces (giving me a clue that they're not on board) and then share their feelings about said tactic(s). Now, I'm not one to push anyone to do something they're really against doing. But, the objections I hear from clients are often about personal dislike of something, which is a whole different conversation.
While you can always make business and marketing decisions based on your personal thoughts and feelings, in doing so you are missing out on the opportunity to create a well-rounded marketing strategy. Here’s how to approach your marketing instead.
Here’s why you need to prioritize accessibility in your business marketing
Making changes to support accessibility in your business isn’t something that only applies when you have a physical location for your business. Accessibility is just as important in online environments.
Getting started with accessibility takes time and commitment. It's not the easiest or most convenient pursuit.
But if it means that someone who needs your services is able to access the information you have, it can be a great way to show that you are inclusive in how you communicate and work with customers.
Challenge the status quo with your business—in good faith
Hardly a day goes by where we don’t hear about a new change Elon Musk has made to the world of tech.
And while these changes are often framed (at least by Musk) as “advancements” to the industry, many critics (myself included) are wary of the impact of these – often seemingly abrupt and impulsive – changes.
Because while there’s no doubt Musk is challenging the status quo in all of the industries he has his hand in, my concern is that he’s doing it to build his ego, not for the benefit of society.
How to know when the expert you're hiring is the right choice
Many entrepreneurs have bigger business goals than what they’re able to achieve on their own. They crave bigger impact and expanded reach. They want to free up more of their time and energy. They desire greater revenue.
This transformative business growth can’t happen though, without the recognition that you don’t have all the answers, and that you can’t do everything on your own. These goals generally require hiring, delegating, automating, and outsourcing.
Here’s how to know you’re making the right choice when hiring.
The long game of marketing and how to play it for sustainable business growth
It takes any business time to build a robust marketing program. It's not something that will happen in a day, a week, or even a year. This is particularly important to realize if you’re frustrated with the growth (or lack thereof) you’ve seen in your business so far. It’s understandable if you’re starting to wonder if your business will ever take off.
Is marketing the magic bullet that will save your business? It can be. The question is whether that momentum will come within the timeline you need or desire.
5 reasons I love teaching people about marketing (and why you need to learn more about it)
Having been in the marketing world for over a decade now, I know that marketing doesn’t always excite business owners as much as it does me. More often than not, business owners fall into marketing because of their business, and not because they are genuinely interested in marketing or have marketing expertise they’re dying to share.
But, getting clear on a marketing path that makes sense for your business goals, and honing in on skills like connecting with your audience, strategizing, and sharing valuable information in easily digestible ways, will allow your business to experience growth like never before.
There is no ‘one-size-fits-all’ marketing plan
The spoiler alert you likely didn’t want: there is no ‘one-size-fits-all’ when it comes to marketing. Unfortunately no one, not even the most successful business owners or brands, can simply hand over their marketing blueprint and promise you the same results they’ve seen.
Your business is unique. You are unique. What you do to grow your business should fit you, your business, the audience you want to attract, and the market you're in. (And no, that doesn’t necessarily mean you have to do things you don’t want to do to achieve your goals.)
When was the last time you asked your audience to buy?
It pains me whenever I hear, "I haven't had any sales,” from a business owner, because I have to follow it up by asking how much promotion they’ve done. All too often, the answer is "not much" or "I haven't." Every piece of content you share should have some sort of action associated with it based on the goals you have for your business.
If your current content plan doesn't include regular reminders that they can buy from you, it's time to add those in! Because you don’t want to be spending time on marketing that doesn't lead to sales.
Sometimes a shortcut doesn’t seem like a shortcut
Advice and ideas come from so many people and places, with promises of great results. But the routes they want you to take can be so much longer and hurt your business by not working as expected.
In truth, strategic planning is a shortcut. It just doesn’t seem like one. It takes time and thinking and it can even be a difficult investment in your business.
Every marketing discipline should be strategic
Marketing is one of the most important strategic functions of any business. When it's treated as a check box exercise, it's ineffective and it reinforces the too-often low value that is put on the work.
No business is immune to this mindset—it happens in large and small businesses.
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