Marketing Strategy

Four Things to Say No to When It Comes to Marketing

Your marketing options these days are endless. But here are a few things to say “no” to this year.

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As a marketer, you know how important your job is. But you also know that there are only 24 hours in a day. You want your team to be well-rested, inspired, and bright eyed—not feeling burnt out and underutilized. In order to prevent that from happening, you’re going to have to say “no” to a few marketing tactics. Here are four things you should always say no to when it comes to marketing.

  1. Trying to be everything to everyone. You have a target audience, and that’s who you should be appealing to with every single marketing message. If you’re appealing to a certain type of person, you’ll draw in others similar to them as well. So, don’t worry about scaring off potential clients! As marketing guru Jasmine Star says, every marketing message should either attract or repel. You want to attract your dream clients and repel those who you aren’t a good fit for.
  2. Jumping on bandwagons. Is there a new app that everyone’s talking about? Great! Let it sit for at least a week or two before you decide to invest all your energy in it. Some apps take the world by storm only to quickly fade away when a larger social media platform scoops up the idea. Everyone was on Periscope for a while … until Facebook decided to implement Facebook Live. It takes a lot of time and energy to learn a new platform, so don’t dedicate time to it until you’re sure it has staying power.
  3. Doing what everyone else does. Just because your competitor started an awesome new Instagram campaign doesn’t mean you should follow suit. Your business has a special message and its own brand to send out into the world—it’s great to be inspired by other companies, but nobody likes a copycat. What makes you unique is what will make clients love you and show loyalty to you. It’s like the old saying goes—it’s better to be a first-rate version of yourself than a second-rate version of someone else.
  4. Trying to attain “viral” status. Going viral isn’t sustainable or even that profitable. Just because a ton of people share one video you made doesn’t mean those people are going to click back to your website and purchase. Focus on sustainable content over viral content—it’ll pay off in the long run. Let other people chase Internet fame while you build a profitable business.