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episode 19_How To Stay Focused When You Are Tempted By New Tactics

You’ve been there before. You’re having a tough day and you need some inspiration to get through the day, so you start scrolling down on your Facebook feed. And then BOOM! There’s an article about marketing that promises to help your business skyrocket in just 5 easy steps. But wait, it sounds too good to be true…and it is. The article is full of old-school advice like “buy more ads” or “be on every social media platform.” At this point, I’m sure you’re wondering what I have for you today? Well, here are 3 quick tips on how to stop getting distracted by new marketing tactics and instead focus on the ones that will actually work for your business!

Tip 1: Focus on what you do best and stop wasting time on things that don’t work for you.

Marketing your business takes a lot of time, energy, and effort. The more you can lean into what’s fun and comes more naturally, the less it will feel like work and the more likely you are to stick with it.  Remember, consistency is key! And so is authenticity. The more your marketing feels natural to you, the better your audience will respond. People can tell when it’s forced or rushed versus something more authentic.

Strategies build over time, so stop wasting time trying to do it all as it’s probably not working for you. Focus on what IS working and test new things within that. It’s a great marketing practice to test, and it doesn’t have to slow you down by adding something new to your to-do list.

Tip 2: Keep your goals in mind.

When you see a shiny new marketing strategy, think about how that aligns with your current goals. Does it support a goal you are working towards?  Does it compete with it?  If it doesn’t support your current goals, it’s an easy no. 

If it could support future goals, then save it for later when it’s more relevant to your business. You can keep a list in Trello, or a Google doc, of all kinds of ideas and inspiration. I like to have it in a way that I can access from my phone so it’s easy to add something when I need to.

Tip 3: Be realistic about the time it takes to create content for social media, blogs, etc… Don’t over-extend yourself.

It’s ok to not be on EVERY channel. Over time you can build a strategy that allows you to create content that can be edited for any channel. But all marketing strategies work best over the long term when you are focused and consistent.

Before you switch or add more, analyze what you’re doing and why it’s not working. This is also where testing can come in. Is it that the visuals are off? Is it that the messaging is off? If something isn’t working, change it up! Test by making a few small changes at a time so you can see if it makes a difference. Changing too much at once won’t give you insight as to what is working – which is super important to know because you want to be able to repeat it.

Your favorite way to market your business may not be the best for everyone else. It’s important that you evaluate what marketing tactics are most effective and work well with your product or service before expanding too far into new channels. You don’t want to overextend yourself by trying to do everything at once, especially if it takes up a lot of time and doesn’t yield much return on investment. Keep an eye on your goals so we can make sure they align with where you’re going.

If you want to dig into pulling tactics into a fluid customer journey, I created a marketing journey guide that will help you see how what you’re doing fits together, and identify gaps in your strategy. I even tucked some analytics into it, so you’ll know what to measure along the way! Grab it at www.kristin-miller.com/journey.