Do one thing well!
Are You Being Effective and Making an Impact, or Busy Busy?
One of the things I've been talking with a number of clients about recently is to focus on BIG ROCKS! Or how we can do #morewithless.
A temptation for a lot of us is to think we're 'doing marketing' by having regular social media posts or writing blogs. Whatever comes to mind, or seems most relevant, but it's good we have a presence.
For others I speak with - the thought of having to think of something new for each piece of marketing tactic is overwhelming and means what they are doing is intermittent or not at all.
Instead, I try and encourage you to think about what I call, BIG ROCKS. That is, key themes, activities, or insights. Just ONE at a time.
Use something that could be impactful and set your business apart - in the eyes of your customers.
For ideas, think about some of the things you are always talking to customers about and the reason why they come to you.
Check out this post for more ways to build your themes:
https://shorthouse.co.nz/blog/an-easy-guide-to-creating-effective-marketing-content-to-sell-more
Now think about how you can use that one piece of content in multiple ways, over different platforms.
A (completely fictitious) example:
You are selling a budget management software service for small businesses. Potential customers always seem to be struggling with the same issues:
30% of them are paying for services they don't use
20% of them are on the wrong level of service, so not getting the value
Nearly all of them say they 'don't have enough budget to invest in business growth
They don't have enough time or skills to manage this
Your budgeting software gives them complete visibility and enables them to make decisions and reprioritise where they spend.
Big rock: a downloadable ebook that helps businesses understand the issues, get visibility and prioritise budget. This sits prominently on your website and is gated (you get their email address in exchange for the ebook)
Supporting activities:
Social media posts highlighting key issues and opportunities from the e-book, plus facts and figures from reputable sources
Case study/ies with clients who have used your software; added to your website and on your socials
Blog posts that dive into one element of the ebook at a time; added to your website and shared on your socials
Webinar when you talk through the key points of the ebook and a case study; promotional activity to support this
Newsletter sharing the ebook, case study and webinar
....You get the gist!
This is one of the things I mean when I talk about 'strategic marketing'. Even marketing professionals often get distracted by being busy pumping out content, but it's often tactical and not as effective in driving your business objectives.
If you could do with some guidance on how to get smart with your sales and marketing, book a free 30-minute call here
Get In Touch
I provide leadership, support and direction for growing Kiwi tech and innovation companies as a ‘virtual’ (remotely) or 'fractional' (part-time) Chief Marketing Officer (CMO) - an affordable way to get senior thinking and direction for businesses.
If you could do with some help to grow your business, get in touch
Helen Shorthouse
Virtual / Fractional Chief Marketing Officer (CMO)