Contrary to popular belief, you don't have to use every marketing strategy under the sun to market your business successfully.
Instead, by focusing on just a few strategies that work for your business, you'll shield yourself from all the digital noise that keeps draining your energy and resources.
In this post I'll walk you through some tips on how to become a marketing minimalist. So, get ready to embrace the mantra: Less is more.
(1) Create great content less often
Understand that the notion that you need to pump out X amount of content through multiple channels is a myth. Not only will this create marketing overwhelm for you, it's overwhelming for your audience too.
Instead of fixating on quantity, focus on bringing value in every single piece of content you create.
Reducing the amount of content you create will free you up to create better and more valuable content.
Remember, if you keep creating noise for the sake of creating, your audience will eventually lose interest. And that's not what you want.
(2) Create evergreen content
As a marketing minimalist, you need to be strategic about the content you create and post. Focus your time and energy on creating evergreen content. Evergreen content is content that never dates and is relevant to your audience over the long-term.
Evergreen content is NOT:
- Statistics or research data that are likely to change or go out of date
- Tied to a particular holiday or season
- About the latest news, trends or fads
Common evergreen formats:
- Top tips
- Useful resources
- "How to" type of articles
- Reviews or walk-throughs of digital tools
- "List" type of posts (10 ways to...)
Of course, evergreen content can go out of date too or may need an update once in a while to fill in any knowledge gaps. But in general, evergreen content should continue to be relevant long past its publication date.
(3) Reuse and repurpose your content
Focus on getting results and usage from your content rather than creating new content. There's where repurposing comes in.
There are many ways that you can repurpose existing content, without having to create anything new. For example, let's say you've created a guide as an ebook. Here are just some of the ways you can repurpose it:
- Take one section from an ebook and post it as a blog post. Include a call to action to encourage your audience to collect the full guide. Leak one or two more of these blog posts throughout the year.
- Use an even smaller section of the guide to post on LinkedIn, Instagram or another social media platform of your choice.
- Take the blog post and create a YouTube video. Even better, post the video on your blog post for maximum optimisation.
- Create a podcast based on the ebook.
- Create a list of tweets from your ebook and schedule times to post these out (with a link to your guide).
- Turn your guide into a series of emails.
- Create a guest post based on the topic in the guide.
- You can level up your content by creating an upsell through an in-depth course, paid masterclass or other products and services based on your guide.
- Gather feedback for your guide by creating a questionnaire based on the guide and sending it out to your email list. (Bonus tip: You could even tweet out these questions one by one to optimise engagement.)
- Improve your guide using the feedback and promote it as an upgraded guide. It's a great way to keep in touch.
- Create a challenge based on the guide to engage your audience and get them some fast results. Make sure there's an irresistible offer linked to the challenge too.
Repurposing content this way has the advantage of reinforcing your brand message. When you repeat the same message consistently using different formats, your audience will come to see you as an expert in this field. It's this consistency and focus that will convert your content into customers.
(4) Audit your content and treat it like gold
Set aside time to audit, reuse, repurpose and review your content regularly. You'll also need to periodically monitor, update and optimise content you already have.
Remember: It's not wrong to re-post a tweet or blog post today that you created five months or even five years ago, as long as it still delivers value to your audience.
All content, regardless of age and exposure, is an asset to your business. So treat everything like gold.
(5) Focus on growing your audience on your own website
Don't become a slave to third party platforms you can't control. If you put all your marketing eggs on one single third party channel, a change in their algorithm can cause you to lose everything and there's nothing you can do about it. If they decide to close down your account for some reason, sorry, you've just lost your whole business.
Third party platforms come and go too. Only a few short years ago, it seemed that everybody was livestreaming on Periscope to market their businesses. That's not the case anymore.
That's why it's important to focus on building a brand on your own website that your audience recognises and comes back to, instead of relying on third party followers.
(6) Be choosy with social media platforms
Focusing on growing your website audience doesn't mean you can't use social media or YouTube. It just means that you should always direct traffic back to your website instead of relying on followers on those platforms.
More importantly, don't try to be on every single social media platform just because you can. Pick one or two and become an expert at using them to your advantage.
When you try to create content for Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, as well as your own blog, you're going to quickly run out of steam. I've said this many times: Marketing is a marathon, not a sprint. And you can't run 6 - 7 marathons all at the same time. So, make sure you only focus on 1 or 2 social media platforms that work best for your business.
To do this, you'll need to understand your audience inside out and know whether they hang out.
(7) Don't pay too much attention to vanity metrics
Vanity metrics include numbers such as website page views, email subscribers, social media followers, and other analytics that look impressive on paper, but don't move the needle for your business goals.
I'm not saying these numbers are not important, they are. But there is only one true measure: Is your marketing helping you achieve your business goals? If you have 30K email subscribers but none of them buys from you, you may as well have zero subscribers!
(8) Create a 'plug-and-play' marketing system
If you find yourself repeating the same tasks over and over again, it's a sign that you need to put some systems or automations in place.
For example, I have a checklist that I go through every time I publish a blog post. This means I don't have to remember exactly what I need to do in my head. Instead, I just check off everything in the list and I know I'm covered.
Being a marketing minimalist is about doing less in order to focus better on what really matters. It's about providing the greatest value and receiving the best return on investment (ROI) from your marketing activities.
Are you ready to become a marketing minimalist?