Balanced Marketing Diet

A Balanced Marketing Diet

Just like a nutritionally balanced diet, your marketing can benefit from a balanced strategy. 

To get started, I’d like to define the version of the word ‘diet’: the kinds of food that a person, animal, or community habitually eats. So in this case the different marketing platforms your company invests in. 

After 24 years of social media in our lives, we now have research debunking the assumption that it is the cause of our society’s flaws! Mark Manson’s latest article, Social media isn’t the problem… we are, is pretty explanatory from the title. As a solo creative business, it got me questioning my own use of the platform for marketing. 

Social marketing has become ingrained into our lives. We can easily assume putting all of our time, effort, and money into one bucket is not a complete marketing strategy.

When I read in Mark’s article that only 1% of social media users are the ones creating 90% of the content, I had to realize that I am not that 1%. How can one small one-person business be? Well I know it isn’t me. So anything I put out there honestly isn’t going to have a chance at even making a ripple of significant influence.

If social media is as important as I thought it was, how does a small business like mine build a balanced marketing diet?

Start by understanding your circle of influence and the defined market you want to reach. Then utilize your content in more than one way. 

Platforms in a balanced marketing diet:

  • Email. This platform includes not just the assumed e-newsletter that comes to mind, but also a simple basic direct email to prospects, connections, and basically anyone you connect with. Always keep in mind that each and every email you send out is part of your business marketing.
  • Print. I know you thought print was dead. But whether it’s your business card, product packaging, signage, thank you notes, advertising in community newsletters or industry magazines, the options for reaching those who avoid digital marketing like the plague this platform is a lot more welcomed, especially if you can get creative with not just design but with paper and material.
  • Referrals. Referral marketing can get a bad rap, there can be a good use of being a member of a referral network. Groups like Creatives Roundtable can be a great opportunity, even a niched group like Women Belong that focuses on supporting members instead of a bottom line. You don’t have to be a member of a referral network to benefit from referrals. If you can be known as a person who will offer advice and answers, connect prospects, clients, and more to companies, ideas and prospects for the sake of simply supporting your community, that will translate into trust in your company.
  • Networking. If you have maxed out your connections within your circle of influence, it’s time to get outside of it. The online world with digital events is a great resource but look local as well. Have you any idea who the people living on your own street are and what they do? Connect with your own community associations and groups that you would like to support. There are so many ways you can use your influence to help a cause or a local business that translates into making connections.
  • Video. Whether you have a product or service, creating video content does work well on social platforms. It is best when hosted on your own website. Maybe consider video when you reach out to prospects — a video version is the next best thing to meeting them in person.
  • Website. This platform is a top choice because you own the platform. You determine the reach and do your sales and pitch. You get to define the user experience. Keep it updated with fresh keywords and if possible blog posts. 
  • Podcasts. Whether you create your own or can be a guest on one, this engagement with listeners is the next best thing to a one-on-one event. I listen while I’m out driving or on a walk so the podcast has my full attention. Through podcasts, listeners can get a sense of your style, vibe and you aren’t rushed to a short 5-second pitch. Consider sharing a story that can make more of an impact.
  • Social Media. We are watching the various platforms grow in this area. Do your research and work on the ones that feel right for you and will reach the market you want in the way you want. 
  • Events. Whether online webinars or in-person pop-up markets, to mention just two, there are so many ways you can partner your company with one to grow your influence.
  • And probably a few more if you really think outside of the box.

So I hope you can see that marketing isn’t defined by social media. A balanced marketing diet needs more than one ‘nutrient’ aka, platform. So go forth, mix things up, try something new, and learn as you go. Don’t ever expect to have all the answers, but do expect to learn from failures and celebrate successes.

Written by Crystal Reynolds

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