Marketing Pillar: Instagram Posts Are Not A Strategy

October 18, 2020

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This is the HARDEST part of entrepreneurship for me.

Welcome to the Marketing Pillar
I just honestly cannot with marketing. It is SO hard, takes up so much time, is so difficult to execute, and is constantly evolving and has SOO many elements.

It took me like a year to figure out that a masterclass was a really long commercial (although I still sign up for them allll).
Marketers are geniuses.

I’m only going to talk about 2 things I know for sure (from experience) about marketing:
Your branding talks to your clients even when you’re not. Your brand can represent you much better than you can represent yourself when you’re first starting out. Invest in your brand as soon as you can. Once you have your biz vision and plan, your branding can build on that. Branding is your “passive marketing” which means it’s always working for you even when you’re not taking action, engaging, posting. I think I made this term up. Plz confirm.

None of your “numbers/metrics” really matter if you don’t know what to do with them. I’ve been on the opposite side of a marketing team for years. Monthly meetings going over numbers and analyzing strategies based on our performance are incredibly informative. I’ve been lucky to spend a ton of time being creative and strategic in this way, but not understanding your performance and adapting your marketing based on that can waste a lot of time and money.

Many of you probably need to figure out this pillar of your business. While each pillar can make a case for being the most important, marketing can singlehandedly eliminate the need for all other pillars if it’s not used purposefully.

On the flip side, if you excel like crazy in your marketing but your external client experience suffers, then you will plateau in your business.

HYPOTHETICALLY: Let's say you are on the hunt for new clients, pulling out all the stops, paying for ads, organizing a launch, networking like crazy.  And someone bites, they DM you asking how to get in contact with you.  The DM gets lost, and you don't get back to them in a few days, or ever. Best case scenario, your potential client goes to your website and submits an inquiry there and you can follow up accordingly. Worst case scenario, they go to your website, it's a total sh*tshow, they can't find your contact page amongst all the madness, and they are not getting the same vibe as your Instagram. No inquiry, no business, and actually, you just cost yourself $1000 in ads. 

Your client experience starts before you even meet your clients. This is a great example of how you can serve your clients before they are even paying you.  

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Passive Marketing: what your brand says about you and your business even when you aren’t actively engaging.

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