I've been privately venting about something and I think that it's time I bring it out in the open.
If you've been following me for any length of time, you know how I feel about marketing and what I teach my coaching clients.
Choose ONE method of marketing and be GREAT at it before you get overwhelmed by the million and ten other things you COULD be doing with your time.
So, if you despise the thought of writing articles, but love talking at the video camera, then don't structure your marketing plan so that you're writing and submitting articles every week. Record a slew of videos instead and get those working for you.
It's common sense, right? (You'd think so. Wouldn't you?) Well, if it's common sense, then why are so many of my clients struggling with the “SHOULD's”?
- I “SHOULD” be doing article marketing.
- I “SHOULD” be guest blogging.
- I “SHOULD” be doing press releases.
- I “SHOULD” be doing social marketing.
- I “SHOULD” be doing video marketing.
Shoulda woulda coulda.
YES, you need to be doing some marketing every stinkin' day, but it's your business, so you get to choose which kinds you want to do.
AND… on that note. Let me continue my vent. (Remember all of those times you guys have said how sweet I am? Well, uh… hope you still love me in a minute.) 🙂
Speaking of Social Media. I think there's a BIG problem with it right now.
Everyone is being told they must do social media, but I feel that it's not a good fit for every small business.
And, I'm talking plumbers, hair dressers, coaches, consultants, authors, speakers – EVERYONE.
Want to know what's worse than “missing” the social media train?
Doing social media inconsistently or half-heartedly. While you can do other types of marketing inconsistently and get away with it, social media is much different. It's all about “now”.
Let me explain.
Last week, I recorded a bunch of video critiques as part of a bonus that I offered to my readers. Well, several of the blogs were brilliant, but, they linked to Twitter and Facebook pages that were dead or very outdated. And, an old Twitter page that hasn't been updated in months makes people wonder if you're still in business – or responding to emails – if you're available for interviews – or if they should bother to refer people to you. It's better to have NO Twitter account at all than to have one that hasn't been updated in months.
And, that's the honest truth, whether you're a house painter, a restaurant owner, a blogger, a coach, and especially if you're a social media consultant. (Don't get me started on that last one.)
Here's what started this rant. I do a bit of work for offline businesses in my spare time. It's nothing big or time consuming and only for people who I like. Well, I whipped up a site for a friend who is an esthetician and it's getting her new clients on a regular basis (due to my marketing). Well, since everyone and his brother thinks they know marketing (even if they haven't made a single penny online for themselves) – she's getting advised from others who “know” stuff. 😉
She comes to me and says …
“They say I need a blog. And, they say I need a Twitter account. And, they said I'm supposed to have a Facebook Fan page”.
And, I can hear the stress in her voice.
Now, this is an esthetician, NOT a marketer. She does facials – and she does them DANG well. But when it comes to the computer – she can barely send an email.
So, I had to ask her yet again – “Do you WANT to learn this stuff or do you want to do facials?”
Of course she said “I just want to do facials!”
So, the ONLY thing she'd be doing by creating a Twitter account, a Facebook Fan page, or a blog at this point in her business is either –
1. Creating work for herself that she hates.
2. Creating a job for someone else to maintain her social accounts.
Obviously, since she doesn't know enough about online marketing, it would be #2. That would be fine except I don't believe that having someone else Tweeting on her behalf would really benefit her at this point enough to justify the expense.
So, she'd end up with either a neglected social media account, or one run by someone else.
Now, I've got nothing against outsourcing in your business, but you've got to outsource smart, and in HER case, that's not a smart move.
Instead, with her business, we're focusing on video marketing, list-building, and some link-building to keep her at #1 in Google for the terms that are bringing in clients from her website every week.
So, what's my point here? My point is to IGNORE the noise, guys. Just ignore it.
You can make money without doing a fraction of the things you're being told you HAVE to do.
As long as you have the following two things, you're set:
1. People who you can help. (Also known as “Traffic”)
2. Ways to help them – that you can be paid for. (Also known as “Offers”. ie. products, services, affiliate recommendations, etc.)
The rest is just gravy.
So, there. Stepping off my soapbox now. 🙂 I'd love to hear your thoughts below.
Warmly (and sometimes prickly, too) –