Less marketing noise.More clarity, strategy, and action. Blog
Expand your business marketing efforts beyond social media
You can’t solely rely on social media to market and grow your business. You aren’t in control of the platforms and they can go away or change, at any time, for any reason, without any warning, and with zero recourse.
So, let's talk about some additional strategies you can implement into your business in an effort to diversify your marketing efforts beyond social media, your website, and/or email marketing. And as a bonus? You have greater control over how these initiatives work for your business.
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.
Your comments matter: Everything you do publicly is a representation of your brand, so be intentional!
How you show up online is a direct extension of your brand. This goes beyond what you’re posting on your business social media accounts, or on your company website and blog, and also encompasses any comments you decide to share online.
When you show up authentically and positively, engaging with other brands and content in appropriate ways, it can do wonders for your company's growth.
On the other hand, if you find yourself regularly commenting on posts without taking pause first to consider how those comments might be perceived by your audience, you might end up regretting those moments of keyboard courage.
Small But Mighty Episode 14: Sherry Crummy on marketing and business lessons learned
There comes a time in the life of every business (even a marketing business) when you need marketing help. Sherry Crummy, of Crummy Media Solutions, is one of my go-to people for digital marketing advice and it's great that she's my first guest of 2021 on the podcast.
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.
Marketing requires businesses to be prepared to go the distance
One of the most discouraging things I see happen in my work is organizations that want to use all these shiny “new” tools to grow, thinking the results will be immediate.
That has never been true for any form of marketing, though there are occasional exceptions. Most businesses need to ignore the exceptions. Statistically, they're outliers and the results aren’t likely to be replicated. The stories about them should all include disclaimers that say, "results not typical."
The shoes and handbags theory of building an audience
If a business focuses solely on quantity in building an audience - Twitter followers, Facebook likes, blog subscribers, and others - you end up always wanting more. The ten new followers you just got may not be quite right for your product/services, but seeing that jump in numbers feels so good!
Growing a large audience shouldn't be the primary goal, though growth is certainly important. Growing an audience that fits your target market and is engaging with you is a worthy goal.
Does what you share reflect you?
I don't give much thought to what other people choose to say online. I can control what I see from other people no matter what tool I'm using. If someone I follow decides they want to say things that I find objectionable or offensive, they're within their rights to say those things. I sometimes respond with a different view, but I'm picky about when I share.
The dating game of web content
Do you remember what it’s like to be mutually “in like” for the first time? You click with the person so well that you want to see and talk to each other all the time. The connection is so strong that you feel like you’ve found a kindred spirit, or maybe even THE ONE!
Your website is home - don't rent space somewhere else
Your website is your home online. You own it. You control it. You decide what goes in the closets. You get to put out the fun and funky accessories. You get to dress it to suit your brand. You get to decide whether to stay or leave.
Don't want to miss future insights?
Get practical marketing and business strategy tips delivered to your inbox, along with updates on workshops, resources, and upcoming events.