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Your marketing needs more than one perspective: the importance of diversification in marketing
It’s no surprise that consumers expect more from the brands they’re supporting.
Recent years have shone a light on the broken and unethical systems that are in place in our society and the general public, particularly younger generations, want to support brands who are instead demonstrating values like diversity, accessibility and inclusion.
As business owners, it’s our job to respond to this public demand, and ensure we’re making authentic diversity and accessibility a priority in our marketing. (Not just because it’s being demanded, but because it’s the right thing to do).
Here are a few common issues that I see far too often in marketing.
Case study: Don’t write "how-to" articles that aren't helpful
There are probably hundreds of millions of marketing-related articles out on the internet. A big portion of those articles are "how-to" guides for various activities us marketing types like to encourage business owners like you to implement.
The problem is that way too many of these articles have little to no real value in them.
Let's break down the points of one of these articles and instead review what real value looks like.
Authentic inclusion and activism aren’t tied to a calendar
One of my favourite things about raising a “Gen Z” kid is how outspoken he is about marketing nonsense. Leading up to Pride Month, he mentioned the inevitable rainbow washing that was coming several times. While he may only be 14, he already knows when he sees something disingenuous.
And this applies to far more than our 2SLGBTQIA+ friends. It stands equally for BIPOC, disabled folks and every other historically marginalized group. Inclusion and activism aren’t marketing strategies. You either do it for real from the core of your business, and your business values, or you're not being authentic.
Here are some brands that get it.
The DOs and DON'Ts of automation
While you’re likely always going to have to do some things you don’t love in your business, if you’re spending all of your limited resources on tasks that are draining your energy, your motivation to work on your business is going to wane quickly.
Automation can support you in saving your time and energy, easily generating data, and improving customer or user experience. However, automation is also one of those things that can be a curse when done poorly.
Here are a few differentiating factors to help you determine what to automate, and what’s best left done manually.
Your marketing isn't annoying to your people
One of the more common issues clients raise about creating and sharing content (especially repurposing content or repeating ideas) is the fear that their audience will be annoyed.
Let me put your fears to rest: if people in your audience are annoyed, they aren't your people.
If anyone shares that they are unhappy or annoyed with your content, they aren't the right fit for you!
How long should your blog posts be?
If you've ever wondered whether there's an ideal length for a blog post, this is for you. You can read a hundred different answers and none of them will give you a definitive answer that works for you because they aren't you!
For the most part, there's no need to get caught up in these kinds of questions. What's more important is to confirm that you're helping your audience with an actual problem, or giving them a perspective with information that's useful.
3 important questions your content needs to answer
You need to approach all of your content, particularly your sales pages, thinking about how what you’re writing is going to serve the reader, and plant the seed that working with you or purchasing your product is potentially their next step.
Good content is about more than simply being well-written. It’s about providing your readers with the answers to the questions they’re searching for.
Here are 3 critical questions your content needs to answer.
Why you still need a blog on your website
If you’ve heard that blogs are outdated and there’s no point in starting one, or that you should abandon your blogging efforts in pursuit of a social media strategy, I’m sorry to say that unfortunately you’ve likely been given bad advice.
Now granted, blogging practices have changed. And, yes, social media can be a great way to grow your business. But blogging is far from dead. In fact, blogging can be an integral element of a larger content marketing plan if executed properly.
Here are some of the top reasons you still need a blog on your website if you’re looking to grow your business.
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.)
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