In Litmus Test No.4 we finally turn the spotlight on you…
4. Does the marketing strategy you are contemplating fit within your core skills and interests?
You see, there’s a weird thing happening at the moment in marketing.
On one hand it’s easier to do more of your own marketing ‘in-house’ than ever before. You get to keep control of your marketing, and keep control of your message. But at the same time, most of us are personally trying to implement too much.
Because there is so much to do, you have to play to your strengths.
As an example, most of my email signups to this list come from Facebook. I’m not a leading expert on Facebook ads by any stretch, but I know more than your average punter. I understand the targeting options. I’ve created ads that have done reasonably well.
However, there is a problem. Something about it doesn’t sit right.
While I understand the basics of Facebook advertising and essentially know what I’m doing, I don’t spend as much time in the Facebook ads interface as I ought to. I’m not as rigorous at testing ads as I ought to be. And fundamentally, I don’t actually enjoy it very much. The work itself feels a little like drudgery. At some point, I’ll be best offloading it to someone else.
In selecting the most appropriate marketing strategies for your business, you need to also take a long hard look at yourself. (And a long hard look at your team members, if you have any…)
And ask: does this shiny marketing object I’m chasing really play to my strengths?
While managing my Facebook ads feels like drudgery, I love writing these emails each week. For me, writing to a group of people every day who value my perspective is hugely rewarding.
I’m actually writing these words in a park near my house, on a sunny Saturday evening. If you decide to do something on a Saturday evening just because you enjoy it, there’s a good chance that thing is in your sweet zone.
In pursuing a marketing strategy, the first litmus test is the audience test. Are you 100% clear about who you are trying to attract?
The second litmus test is your message. Do you know in advance what message you want to convey? And is the message appropriate to the medium? (A winning message on Google will often fail on Facebook…)
The third litmus test is whether you can measure return on investment.
The fourth then looks at you, and asks: are you playing to your own strengths in the strategies you choose to pursue?
We’ll look at the final marketing strategy litmus test tomorrow.