Bury St Edmunds social media and marketing expert Kim Morrison advises business owners to concentrate on one 'channel' at a time
When you start a business, in your excitement, you can bite off a little more than you can chew. This ends up causing serious overwhelm and is one of many reasons that people who want to start a business from home online tend not to make it. It’s not because it’s impossible, but because it’s so possible and you can do it in so many ways that it’s easy to get sidelined by “bright shiny object syndrome” and try to do everything at once.
Unfortunately, doing too much at once is usually not a recipe for success. Studies have shown that people cannot really multitask even if they think they are. None of us are good at it despite what we tell ourselves. Therefore, if you pay attention to the studies, and you really want to be successful, you can create leverage by focusing on one thing at a time. Once you get the ball rolling and you’re earning money, it’s easier to branch out and do more, but make sure the one thing is in place and creating success before moving on to the next thing.
When it comes to marketing channels online, there are so many platforms you can use to get the word out about your products and or services. However, as just one person or a small business, it’s really going to be hard for you to do all of it and do it well. Instead, while you should set up accounts to get the right name for all social media platforms that your audience uses, you probably should not try to use each one fully every single day because you’ll spread yourself too thin.
Pick one marketing channel on which to get the ball rolling. You’ll create a snowball effect that will start paying off effortlessly eventually. Then at that point, you can move on to another marketing channel where you place your focus until it also is running almost on autopilot.
Let’s look at a few marketing channels that you may want to choose to focus on.
When you focus on email marketing, you’ll be focused on building your list, nurturing your list, and making more sales to your email list. This may consist of creating content for email messages, lead magnets and bonuses to build the list and other actions. Focusing on email marketing over everything else is a great place to start since it’s still the most profitable form of marketing that exists today.
Social Media Marketing
Using any social platform to market your services or products is social media marketing, whether you pay for ads or use content to get the word out. There are many platforms to choose from. You could choose the most popular to start with, however, I recommend starting where you knowyour audience is. For example, if you’re a B2B service business then LinkedIn would be a better choice for you than Snapchat. You may want to choose just one social media channel to focus on until you build up that platform then move on to the next.
Using content to get the word out, to educate, inform, engage, and build your brand is a time-honoured way to get more traffic, find leads and make more sales. Content may go on your website, social media sites and in email. Sometimes content marketing focuses on using SEO to bring in traffic. Maybe you need to spend time ensuring you have enough of the right type of content on your site before you do the other channels.
Once you have even one signature product or service to sell, starting an affiliate marketing program is a great way to duplicate yourself so that you can make more sales effortlessly. The affiliate is incentivised with a commission as well as effective marketing collateral you create for them to use.
The marketing channels you choose depend on what your goals are. Do you want more brand awareness, leads, or sales? Maybe you just want more general traffic generation or you want to educate your customers. Whatever your goal is will define the channel more clearly. Another factor in choosing the right channel will be your budget.
The main key is not to stretch yourself too thin as you’re building your business. Outsource as soon as you can so that you can duplicate yourself and focus on more than one thing at a time.
- See more of Kim's columns in our Opinion section
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