Here’s how flexible marketing can dictate your level of success.
Hopefully you have some marketing goals. Hopefully you keep generating ideas on how your marketing can improve your business.
But here’s the thing. There are so many platforms out there, it is tough to know what is going to work. What became a successful method for someone else’s business may not work for yours.
It doesn’t mean your toast. It means you have to step back and look at the whole board.
An Example From Politics
Are you completely sick of politics yet? Me too. But. Here’s a reminder. In 2000, Al Gore won the popular vote. Hillary Clinton won it this time. I don’t want to travel down the rabbit hole of what that means, but the electoral college is the reason neither of these two became president.
So what can we as marketers take from this?
It is always important to step back and look at the whole board. Don’t get caught up in the idea that there is only one pathway to meet your goal. If you want to make $100,000, maybe it’s time to supplement your hours with a product.
Maybe it’s time to up your social media game in addition to blogging and search engine optimization.
All these things can help you get to your goal. So make sure you don’t get trapped in “needing” false metrics in order to attain the one thing that ultimately matters.
Flexible Marketing in Practice
It’s always a good idea to evaluate the competition. It’s good so that you can figure out what’s worked for them, and implement your own versions. But more importantly, it’s good to evaluate the competition because it’s the only way to stand out.
Flexible marketing requires:
- Getting really good at the necessities, like headlines, calls to action, and awesome graphics.
- Getting really good at generating ideas.
- Knowing which ones to implement.
- Experimenting with your marketing. (When something works, keep it. When it doesn’t, shut it down.) If you want to learn more about A/B testing, read this blog.
- Never being afraid to try something new. Try being an early adopter at something. You may win a few, you may lose a few.
The Bottom Line
You don’t hear a lot about ad agencies or marketing agencies that don’t do any digital work. Heck, if you’re operating a business without doing any digital marketing you’re probably leaving money on the table.
You don’t hear much about rotary phones any more, or gathering around the radio.
The technologies and methods of 5-10 years ago are irrelevant. Flexible marketing means keeping up with the times. It means trying something new for a few weeks to see if you can broaden your audience.
What are you doing to maintain flexible marketing?
Matt Brennan is a Chicago-area marketing writer and copy editor. He is also the author of Write Right-Sell Now: How to Create Content That Grows Your Business.