Speaking is a great way to hear first-hand what entrepreneurs and business owners are thinking. Last month, this question popped up a few times. “How can I do all the marketing and still do my work? I feel overwhelmed!”
Well, that’s pretty easy to answer.
You can’t do all your work and sell, then take care of all the PR and marketing. It’s just not possible. Unless, you have at least an outsourced person or two to help with the workload, an intern or another member of your team who’s qualified to carry out your vision (and instructions).
But, you can do what’s important to grow your business and brand. You just have to select the promotional tactics and tasks that matter, and automation that fits.
So, how does a busy entrepreneur avoid marketing overwhelm?
- Stay focused and don’t try to do it all. I’m a recovering perfectionist and drove myself crazy trying to be everything and everywhere all at once. To start, identify your ideal client and where they hang out. Then be clear on your messaging and call to action, and build a strong consistent outreach program.
- Find the best 2 – 3 platforms that will increase your visibility and learn how to use them to get your biggest bang for the buck. If your customers aren’t on Instagram, don’t waste your time. If the majority of your customers aren’t women, don’t bother with Pinterest. If you’re in the B 2 B space, use LinkedIn. Write on Pulse, comment, engage, join groups. If your audience is on Facebook, go for it and mix it up with video. Building credibility? Consider Twitter. Build a foundation then add layers (platforms that make sense).
- Remember the golden rule of promotion (yes rules are meant to be broken). Engage 80% of the time with your audience, prospects, customers and influencers. Promote your products, services, events and special offers 20% of the time. This takes time and requires content marketing, but it builds a base of raving fans.
- Find influencers in your industry and see what they’re doing. Yes, you can lurk anonymously on LinkedIn, but really, there’s no need. See what others are up to, but don’t go into a tail spin if they’re one place and you’re another. Try a platform to see if there’s a fit – and also, consider your USP (Unique Selling Proposition). What makes you different from your competitor. Are they really competitors anyway? Isn’t there enough business for us all?
- Test, try, then say goodbye. You aren’t being judged. Let it go if you made feel like you made a mistake or something didn’t work. Read up on what you think the best strategy is for your business, phone a friend or expert and test it out. No babies are dying here. Think of it like adding accessories or trying a new look. Lucky you, most promotional copy and ideas can be reworked or recycled.
- Have your customers sell for you. What’s more powerful than a solid word of mouth referral? “Hello – yes, I’d love to – this is how we work – and here’s what we charge. Awesome, when do you want to begin? Your credit card? Of course – give me a minute to grab a pen.” You can also ask for referrals on your email signature, at network meetings and when you talk with an event organizer. Bottom line, you have to ask. It’s as easy as “ketchup please?” Know anyone else that might like my ABC?
- Automate baby, automate. I’m an expert in training. I say it all the time. My colleagues are located all around the country, but one thing is, we share tools, tricks and tips and we try them out. I love Buffer.com, Feedly.com, Canva.com and a host of other websites that make my social media and design life easier. Work for 30 minutes, post for 1 week. I’m into easy and colorful sharing of PR, marketing and business insights.
Overwhelm is a choice and it’s not for me. I’d prefer to be more spot-on, not compare myself to others and listen to my gut to tell me what’s write. (Oh, I meant right). Either way, business is what you make it.
Explore your options and be your best self. You can’t go wrong.