A funny thing happened in 2021 when I decided to start my own business, and even registered a business number: I instantly became bombarded with ads and content on digital marketing.
I didn't have a logo, website, or even a paying client. I did have an endless supply of information on how to close more sales with a lead magnet, online course, book, webinar, etc. I felt like I was drinking from the firehose and none of it made sense.
I understood in theory how these pieces of content worked together. But every time I sat down to create the content to fill someone else's recommended playbook, it fell flat.
It didn't feel like me. It didn't feel like how I express myself.
It didn't feel like how I like to create.
I knew two things about building a business: I needed to build a digital presence and I needed to close sales. And I knew one thing about myself: I needed to find a way to do both that feels right for me.
What felt right was separating the two goals. I focused on creating impactful content that felt right to me. I developed systems and strategies that allow me to create consistently and effectively in the digital space.
At the same time, I worked on my sales conversations in the real world. I sought out networking opportunities. I created Masterclasses and workshops to introduce myself and my work to people who need it. I continue to experiment with services based on needs I'm discovering in these person-to-person exchanges.
Once I stopped reading and learning from others, and took action so I could read and learn what my prospects and referrals really need, my digital marketing started to make sense. What works for another business, works for that business. Your business has its own specific way of working (especially if you're a solopreneur and you are the product).
The best thing you can do is try anything that makes sense and feels right. This is exactly how digital marketers approached business in the early days of the internet. Recently I spoke with keynote and communications coach Shelley Goldstein who started in digital marketing in the late 90s. She shared what it was like figuring out this new tool when less than half the population had access to a computer.
Going back to the beginning also brought us back to the basics. People are looking for information and human connection. Whatever playbook you use, it will only be as successful as the quality of information and connection you share.
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