Last week I talked about how working in corporate marketing for the last 12 years has created some very strong beliefs about what's needed to make marketing ‘work’
(you can catchup on that email here if you missed it). But, it's also worth noting that this mindset work never really ends.
In the slow business space, there is a trend at the moment around shunning social media channels, and I get it. Social media can be draining. In my 9-5 marketing job it is my least favourite task.
When thinking about discovery channels for marketing The Slow Marketing Club though, I found myself always gravitating to Instagram.
Yes there are things I hate about it, like its algorithms that make no sense and how it's always trying to get you to spend money, but I also just love creating content for it. I like sitting on Canva and making graphics, reels I can take or leave, but I like creating a visual experience on Instagram.
The biggest pull for me though was that it was simply the best platform for the message I wanted to get across to my audience.
Don't get me wrong, I still have a lot of deeply engrained beliefs around Instagram, and the temptation to get caught up with vanity metrics (followers and like counts) is strong. But, every time I catch myself panicking about getting more followers or more likes, I anchor myself into the reason I chose this platform in the first place, to connect with my audience and to build my brand message.
For me, newsletter signups and website visits are the metrics I choose to track for this. Those are more valuable engagement points than someone hitting like or follow.
To help build on some of the belief work we did in the last email, I'd like to invite you to reflect on how you want to be using your marketing channels, and identifying any limiting beliefs around how they should be used.
Have a go at these prompts below and see what clarity you can find:
Which platforms or channels do you find yourself gravitating to, whether it be for business or in your own time? e.g. Do you love reading email newsletters, scrolling through Instagram posts, listening to podcasts…
If the numbers really didn't matter (followers, subscribers, likes etc.) which of those channels would you choose to show up on and how would you like to show up? e.g. Would you love to use Instagram if it was just about posting an image and chatting to friends like it used to be? Would you love to write blogs for your website, or record a podcast chatting about your work, passions or perspective?
Finally, what's stopping you from using those channels in those ways? Is it a personal belief around showing up or being the centre or attention? Is it that you don't see the point if you're not getting 100 likes on a post?
If you want to share what comes up for you in these prompts, my inbox is always open. Hit reply to this email and let me know what your ideal marketing activity would look and feel like if only you gave yourself permission.
Speak soon,
