The digital marketing world is constantly changing. Most of our clients come to us after a brief struggle with this continuously evolving landscape – unable to keep up with the new strategies, apps, and ever-changing trends that seem to pop up out of nowhere. It’s easy to get lost and overwhelmed when marketing your offers digitally. But there are a few things that never change. And that’s what this start/stop marketing list is all about.
Here’s a list of 10 things you need to STOP doing when it comes to digital marketing, and what to START focusing on instead.
Let’s start with the most important tip on your marketing list.
#1 START leaning on what makes you unique. STOP following and imitating others.
Every business is unique, with its own unique set of people they are trying to attract and perhaps build client relationships with. So it’s a given that their marketing activities (their copy, design, branding, communications) will reflect that. And if you copy what they do without giving a thought to your own voice or what your audience wants, you risk becoming ‘just another business’ and losing great customers.
Try standing out from the crowd instead. Let your true colors shine through. People want a genuine connection with the “real” you. And they can get that only if you lean on what makes you unique and bring your whole self to marketing.
#2 START building authentic relationships. STOP using sleazy marketing techniques.
Gone are the days of sliding into people’s DMs with pitches without even a basic hello. Or randomly following people and then unfollowing them after you get a follow from them. Or any of these other sleazy marketing techniques. They’ll quickly get you on people’s bad side.
Getting back to the basics and building relationships is the key to rounding out your entire sales and marketing plan. And the easiest way to do that is to build solid, long-lasting, authentic relationships. You can follow people you have a genuine interest in. Connect and engage with their content. Start a real and honest conversation via DMs or coffee chats. Freely give advice that adds value for someone.
#3 START being more strategic. STOP trying random things.
Marketing is a vast field. There are so many people claiming that this or that worked really well for them, made them a gazillion dollars etc. etc. Making you want to try them all. Especially if you’re not getting any traction with your current marketing strategy.
It’s easy to want to jump from one thing to another until you find something that works for you. However, jumping from one random thing to another leaves you scattered and unfocused. You also won’t know what’s working and what’s not. This is where a marketing strategy aligned with you and your goals will make all the difference. You consistently try up to 3 strategic things at a time and measure them for success before moving on to the next.
And when it comes to all things marketing for your coaching biz, a 90-day marketing plan may just be the sweet spot you’ve been searching for.
#4 START setting realistic expectations. STOP expecting instant success.
You don’t know what will work for your business and what won’t until you test it. If you are launching for the first time, for instance, don’t set unrealistic expectations about how many sales you will receive. Even if your favorite business guru said that’s what worked for them. Like I said above, what may work for someone else may not give you the exact same results. Instead, be realistic with:
- your digital marketing goals.
- the results you want to achieve.
- the team members you hire.
Avoid getting sucked into the idealistic social media posts that promise instantaneous success with digital marketing.
#5 In the marketing list is START taking messy action. STOP perfectionism.
Perfection in your business is simply not possible. I know it’s an unpopular idea amongst many of the high-achieving entrepreneurs I know and love. Especially since you genuinely want to offer your very best to your audience and clients. I get it. But perfectionism can be paralyzing when taken to extremes. It can stop you from starting a new project. Or stop you from knowing when it’s time to be done with a project and move on.
You can actually offer more when it comes to your marketing (and your business in general) when you take steps to overcome perfectionism and instead focus on taking messy action with confidence and authenticity. Even if it’s a small action AND even if you don’t feel ready. You can choose to focus on the things that are most important in any given task or project and let other things go a little. Also, take note of what you’d like to learn more about or improve on next time…because there will always be a next time.
#6 START standing out. STOP trying to please everyone.
It’s true that whenever you stand out from the herd, you probably alienate some people. It can be something as simple as taking a stand on something you believe in. Or how you talk. Or even the way your offers are structured. But isn’t that better than trying to please everyone and becoming the same as everyone else? When you try to please everyone, you please no one. Your message is diluted and you become forgettable.
But standing out can also create raving fans. And let’s be honest. Wouldn’t you rather work with people who believe in the same things as you than with people that are against something you believe in? I know I don’t. You are who you are. You have values and beliefs that you stand strong on. What are they? Let your marketing reflect those things that are important to you.
#7 START diversifying. STOP putting all your eggs in one basket.
If you’re only focusing on one technique for inbound and outbound lead generation and marketing efforts, STOP. Especially if all your focus is on social media channels. There are around 3.4 BILLION active social media users. On average, a person has 7.6 social media accounts! What is the likelihood they will see all your content? It’s possible, but not likely. But email goes straight to their inbox.
“Only one mode of communication with your ideal prospects remains steadfast in the face of a changing social media landscape – EMAIL.” – Amy Porterfield
It’s time you diversify your marketing techniques. If you only use social media, start building an email list. If you only do virtual coffee chats, start attending networking meetings and seminars. Maybe be a guest on a podcast. Whatever you decide to do, ensure that you don’t focus on only one marketing channel at a time. The same goes for your offers. Don’t depend on income from only ONE offer. You never know when that may stop producing results. Like travel blogging during COVID.
#8 START having systems in place. STOP trying to recreate the wheel every time.
I’ve repeatedly indicated – in this article itself – that we shouldn’t blindly follow what others do or how they do it. However, there is something to be said about proven systems and strategies. There’s a reason they work. However not every strategy is proven, even if people using it or promoting it say it is.
The best way to identify which strategy is good for you? Create systems and processes that allow you to test and measure new strategies without getting lost or overwhelmed. This system should also allow you to seamlessly blend into your operations; a strategy that does work.
#9 START creating conversations. STOP churning out content without measuring results.
Joel Comm, the author of ‘KaChing: How to Run an Online Business that Pays and Pays’ and ‘Self-Employed: 50 Signs You Might be an Entrepreneur’ says, “Someone who uses social media successfully doesn’t just create content; he or she also creates conversations, and those conversations create communities.”
However, simply creating content that creates conversations is not enough. You also need to measure what results these content pieces bring. That’s the only way you can clearly determine what’s working and what isn’t. To understand what to do more of and what to stop. And this applies to every piece of content you create outside of social media too. I.e. your emails, sales pages, and other marketing copy.
And the final tip that nicely rounds up this marketing list…
#10 START being more flexible. STOP rigidity.
Digital marketing can be both predictable and unpredictable. There’s no room for rigidity with it. Don’t get yourself locked into a particular outcome, strategy, or activity. You may think something is a great idea but quickly learn that it isn’t producing the results you want.
If you can truly determine why something isn’t working, then it’s okay to chuck the idea mid-stream and try something new. But always make sure you are giving it some time and effort before changing course.
Digital marketing can be complicated. You will likely need people other than yourself to carry out your digital marketing strategy. Experts that may know more than you. Respect their knowledge. Collaborate with them as if they are valuable members of your team. Together you will position your company for growth!
Ready to get your digital marketing game on? We’d love to partner with you and be the experts you need on your team to experience your next level of business growth. Contact us today for a free consultation.
Creating Your Start/Stop Marketing List
November 1, 2022