By Mindy Paul, High-Performance Coach
Many businesses make the mistake of spreading their marketing budget too thinly across a plethora of platforms that yield little return. By blanket spamming your customer base you’re not only wasting money, you’re being ignored.
Through my high performance business coaching company, Mind, Money & Business, I advise clients on how to pick a platform, and what to do with their marketing budget. By using time and money efficiently a business can be propelled into a new league of success. You may not be a marketing expert but by implementing a few key strategies you can ensure you are reaching the right people, at the right time, in the right way. Marketing must drive leads, it cannot be a futile ego-building exercise just to see yourself out there.
Which platform is your energy behind? For example, if you’re trying to get onto multiple platforms to get yourself out there, not one of them are you fully mastering. You will become inconsistent and end up pushing the wrong content on the wrong platform.
You need to pick a platform and really master that before spending money on any other marketing strategies. All too often I research a potential client and see they have spread themselves over all sorts of social media, cross-posting content that won’t entice potential customers. Being seen isn’t enough, you have to be seen by the right people. .
It is essential you know who you are targeting – what do your customers or clients want, and where do they look to get it? Instagram is visual, LinkedIn is more corporate, Facebook can be a great combination of visual and inviting if you want to encourage engagement, YouTube is where people search for advice and visual content that allows them to learn without interacting. I identified Facebook as a place where my potential clients are socialising and engaging, so I picked Facebook to build my community on. With a combination of live broadcasts, informative posts, and community events, I capture the attention of more potential clients. I allocated my full budget to Facebook marketing for a whole year, and was blown away by how much more business it brought me. I now still allocate up to 70% of my monthly budget to Facebook as it is where my marketing strategies perform best.
- Master one before branching out
I felt I should be on LinkedIn and YouTube despite not having mastered Facebook yet. I tried a few blanket campaigns and guess what? They yielded no results. Don’t be a jack of all trades because that means you’re a master of none. Master your initial platform, then gently move into additional areas.
I mastered Facebook but knew I should be present on other platforms, so I consulted a LinkedIn expert, I investigated resources for producing quality YouTube content. I hired someone to take my existing message and content and adapt it for other platforms. Whether it’s seeking out a mentor or employing a social strategy expert, be aware that some people know more than you, and use them. If you don’t have that budget at the moment, do your research, change your mindset, and work out what you really want. Mindset is everything and I help people to realise their potential, and limits.
Clarity of information is essential if you want to maximise use of your marketing budget. Pick one message and focus on that, don’t add too many offers, ideas and messages because people will get bored and scroll past. A confused customer does not buy! Get your message mastered – offer data and real life examples of why your strategy will work for them.
Are you advertising a masterclass? Stick to that, and invest well. Tell people what you offer, what they get out of it, and why they should sign up. I use video testimonials as tools on Facebook, this reaches the potential client directly and without shoving it down their throat, shows them why they need me rather than anyone else.
Ensure you have a consistent strategy for your initial platform that can continue to run before you start up with others. Get a rhythm going and stick with it. Once you have a consistent strategy you can then look at focusing on another platform.
Mindy Paul is a high-performance coach and the founder of Mind, Money and Business, a mentoring platform focusing on mindset, manifestation and business strategies. Inspired by the teachings of Bob Proctor, the champion of the law of attraction and positive thinking, Mindy set up the business in 2017 with the aim of empowering others by passing on his knowledge. He works with business owners, CEOs and executives from industries across the world — from doctors to lawyers to Hollywood producers — with the aim of helping them earn more, work less and achieve fulfilment.
