How To Make Your Marketing Feel Good

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When Instagram issued their “we’re no longer a photo-sharing app” announcement last week like many I groaned knowing I’d need to add video in a big way soon. But I wasn’t prepared for the immediate drop in reach of my usually popular infographic style posts.

So I was having conversations  (aka moaning) like, “oh, I can't believe I need to do video now on top of everything else.”

I know that these are free platforms that I get to use, so I don't have any objection to them doing what's best for their business model, but I was more interested in my response to that announcement, particularly the word “need”.

It stopped me in my tracks I often hear it from clients, when I suggest they do something different. They’ll tell me they need to be on this or that platform because that's where my clients are or that they need to produce this or that kind of content. After all, that's what my clients want.

We have a real issue if we're deciding our content strategy or our marketing strategy based on what we believe about our clients. 

First of all, most people have no idea where their clients come from. If you say that your clients are on a platform based on your gut feel, or based on something that somebody told you worked in their business, you’re doing a lot of work based on a gamble. 

If you don't have actual data, from asking your clients where they found you or actual trackable data like Google analytics, telling you where your clients come from, you're pretty much gambling.

That gut feeling shouldn't be sufficient for you to build your entire strategy around.

The second problem is it doesn't take you into consideration. When you build a marketing or content strategy that’s detached from you, you have to force yourself to fit in.

PROBLEM 1 – CONSISTENCY

And you’re not going to be able to be consistent because you don't want to do the thing. You're not excited to do it so every time you do it, it's going to feel like a struggle. And eventually, you are going to run out of willpower.

When that happens, you stop showing up and the longer that break gets, the more awkward you feel and the harder it is to come back from.

PROBLEM 2 – IT’S NOT YOUR BEST

If you don't show up in a way that suits you, works for you, and showcases you, you will also not show up at your best. And if you don't show up at your best, how do you attract the best clients?

RESULT

You're inconsistent. You only show up now and then. When you do show up, it feels a little lackluster, a little mediocre, a little forced. So people aren't going to feel safe with you.

They don't know what to expect from you. 

If they didn't know what to expect from you, they don't know how to value you.

And if they can't value you, they're not going to pay you. 

So you can put all of this effort into a content strategy. You can show up, you can tick all the boxes and I can still not work.

TRY THIS

1. Strategy

Pick one strategy that works for you.

Examples:

If you love systems:

If you are somebody who is in the zone or in flow, when you're doing systems and processes, you might be more drawn to a content strategy that comes through epic blogs, breaking down one of your processes. In this case, your strategy is SEO.

If you love the spotlight

If you're someone who loves an audience, recording a podcast on your own, in a room, staring at yourself on, a camera or just staring at the screen is going to feel torturous for you. If you thrive on that immediate feedback, a Live show strategy would work better.

If you're more introverted

You may prefer deeper connection or that one-to-one relationship building so a referral strategy rather than a giant social media campaign where you have to show up every day may make more sense.

If you're more extroverted 

If you love a zoom meeting and showing up and meeting new people every week, a JV webinars strategy will allow you to show up to a new crowd every week like a rockstar on tour.

Your marketing, whatever that strategy is, needs to showcase your superpower.

It needs to show people what to expect from you when they work with you. 

2. Schedule

So once you've picked your strategy, that highlights your superpower, which works for you, feels like a good fit, you need to decide how often it's going to happen.

Are you going to podcast once a week? Are you going to Facebook live once a week? Are you going to do Instagram reels three times a week? 

Whatever it is, you need to pick a schedule and stick to it so that you are consistent and people know you’ll show up.

Those two things, you showing up in a way that showcases you and doing it regularly is going to make people feel safe with you. 

They're going to know exactly what to expect and exactly what they'll get if they pay you. 

3. Produce

Produce that regular content.

Go do your podcasts, go do your YouTube show, go write your epic blog, whatever it is, go do the thing.

4. Repurpose

When you have that nailed, you can look at how do I repurpose this thing? How do I cover all the bases that I'm not that excited about? Maybe it's across other platforms, maybe it's in different formats.

5. Repeat

Showing up in this way creates consistency in:

• your messaging
• your timing
• how you show up. 

And that means people are more likely to see you. They're more likely to know if you're for them. And if you are, they're more likely to buy from you.

Remember your marketing should showcase your superpower because that is how people will experience working with you.