I don’t have a marketing degree. What I have is a lifetime in sales, and over the years I’ve picked up plenty of lessons about what actually works. Here are the ones that matter most.
Consistency Beats Intensity
The sales people I worked with who marketed consistently always had consistent work coming in. The ones who only marketed during their quiet periods had work that was just as up and down as their effort.
Consistent marketing brings consistent work.
It’s a simple pattern, but it holds true across almost every industry. Marketing isn’t something to switch on when things go quiet, it’s something to keep doing all the time.
Don’t Put All Your Eggs in One Basket
I also learned early on that you need more than one marketing channel. Relying on just social media, or just newsletters, leaves you exposed. A mix works best, for example:
- Social media
- Newsletters
- Networking
- And whatever else suits your business and your audience
Different channels reach different people, and when one goes quiet the others keep you visible.
Learn From What Others Are Doing
I enjoy watching what other businesses are doing online with their marketing. It’s a great way to pick up new ideas, see what trends are emerging, and just as importantly, notice what not to do with your own marketing.
Marketing Doesn’t Need a Rulebook
When I was in sales, there weren’t endless rules about what you could and couldn’t do. You just tried things and saw how they went. If something needed tweaking for next time, you tweaked it. Then social media came along, and suddenly everyone had opinions about what you shouldn’t do. Lucky for me, I didn’t listen to them.
The Trouble With AI-Generated Marketing
AI has made creating marketing posts so much easier. But there’s a catch, everyone starts to look the same. The layouts are identical, and the only things that change are the branding colour, the text, and the logo. That’s not good for social media, especially when people are scrolling past posts in seconds.
I’ve also noticed businesses posting very similar content, with text that reads almost the same and images that are only slightly different. Again, nothing stands out.
If your post looks like everyone else’s, you’ll get lost in the scroll.
Social media moves fast. If your content blends in, it disappears. Standing out is what gets you noticed.
Have Fun and Find Your Fit
Create posts that represent you and your business. Experiment with different ideas, some will work, some won’t, and that’s fine. It’s about standing out, not being perfect. Nothing is perfect anyway.
If being creative isn’t your strength, find someone who enjoys that kind of work. As a business owner, you can’t do everything yourself. Your job is to bring in the sales, so that’s where your energy should go, not stuck trying to force out social media posts that don’t come naturally.
Ready to get seen again?
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