Marketing is hard.
Marketing is hard because of the dichotomy between the natural tendency of the inexperienced Marketer and what actually makes Marketing successful.
That was a mouthful… Let me explain.
Marketing is Hard when it’s about Reach
When Marketing a product or service our first instinct is Reach.
How many people can we get our message in front of and how do we tailor that message to attract the attention (Think Content Warfare) of as many of those people as possible?
Reach. Reach. Reach.
In the Digital Marketing world that means:
- Writing blog posts every day
- Creating YouTube videos
- Posting to Facebook, Twitter, Google+ and Pinterest
- Joining LinkedIn Groups and creating discussions
- Submitting our content to StumbleUpon and Digg and Reddit and Delicious and BizSugar
- Guest Posting
- Putting coupons on Foursquare and Groupon and Klout
- Sending Press Releases to Online Services like PRWeb
- and I’m sure there is more…
Success in Marketing means getting your message (Or your client’s message) in front of as many people as possible… Or at least that’s what we’d like to believe.
Marketing is Easy when it’s about Focus
Maybe not easy… But instead of thinking Reach… Trying thinking Focus.
Marketing is Hard when we try to Reach anyone and everyone with our message which means we have no idea what triggers anyone to purchase from us.
Let’s focus instead on what makes us great and the specific people that appreciate our greatness.
Marketing is Easy when you focus on what makes you great and the specific people that appreciate your greatness.
Focus. Focus. Focus.
In a Digital Marketing sense this means:
- A concise grouping of topics on your blog
- YouTube videos done in a series that compliments blog topics
- Whittling down Social Networks to two or three at most
- Researching where your ideal client hangouts and spending time, effort and money there
- Maintaining a consistent brand throughout content
- you get the point…
Success in Marketing comes from doing YOUR thing Awesomely… Not doing 100 things OK.
The Social Tools Book
So what does all this have to do with my amazing eBook… The Social Tools Book?
Well… Over the course of the next couple months (My goal is to have all this done by September) I’m going to refocus what I do here at RyanHanleydotcom.
Creating eBooks, (like The Social Tools Book and the currently in production Content Warfare), is going to be a big part of that focus.
Ebooks allow me to neatly package content in a format more conducive to deep diving than a blog post.
I want to be able to deliver more value, more often…
For a while now I’ve been trying to be a lot of different things at once… And I believe that is keeping me from doing my best work.
My best work is all I’ve every wanted to produce because that’s how I Deliver the most Value to you.
My so-so work doesn’t do anything for you.
You come here for whatever reason you do… Hopefully it’s because you think I’m a super awesome dude that helps you with your Digital Marketing… But if it’s simply to refine your copy editing skills on my less than amazing grammar… So be it.
Either way you always deserve my best…
On that vein The Social Tools Book got a new cover (see image above) and is now available in PDF form at the same ridiculously low price of $7.99. If you have question about using Social Tools in your business, I encourage you to pick up a copy by Clicking Here.
So if writing more eBooks is one piece of my re-focus what are the others?
I’m going to be launching a podcast soon titled:
Ryan Hanley Radio – How-to Blog Your Business and Market Online (tagline not final… taking suggestions)
What do you think of the name?
Would you listen to a Podcast I produced?
Do you find value in Podcasts?
Please let me know in the comments…
“But Ryan… Your newsletter is already called How-to Blog Your Business?”
Ummmmm… Errrrr… I’ve been meaning to talk to you about this… I mean… I’m not going to be doing the newsletter in it’s current form anymore… aaahhhhh… It’s not you, it’s me… I promise.
I’m not going to be writing a separate newsletter anymore.
The reason for this simple, the newsletter content is very similar to my Blog content and I feel like I’m short-changing my newsletter subscribers by not digging deep on topics because I don’t want to overwhelm their inbox.
So… What I’m going to do is use the email service I have as a way to notify readers by email of new Blog and Podcast content.
The emails will be a solid way to keep in touch versus an original content deliver mechanism.
Another reason for the Podcast is I want to build up my Speaking Services client base and I don’t think the newsletter helps me do that… However I think the Podcast will. That’s a big driver in my decision.
The first part of this post was some good content that hopefully you’ll find value in.
The second part was a lot about me. You may not care what I’m doing with this blog and if that’s the case than I apologize for talking so much about ME. If I took my own advice I wouldn’t do that.
Unfortunately, just to clear my head of these thoughts, here is a bit more on the re-focus…
I’m doing some mild redesign stuff on the blog as well. Nothing major. I love my theme but there are a couple pieces I want to add.
Moving forward my focus Online, technically speaking, will revolve around four pieces:
- Blogging 3 times a week (including Content Curation Creation)
- Podcast once a month to start
- Finishing Content Warfare and using this Blog and Podcast as marketing tools for my eBooks
- Booking more speaking engagements to both my niche (Insurance Industry) and other business organizations that can benefit from unique experience.
The key is I’m only creating content in two places… Blog and Podcast. That’s it. It’s cleaner… Both are branded with my name. It makes sense.
What I hope you take from this post is NOT that I talk too much about ME, I promise this is a rarity, but that to do our best work we need to be FOCUSED on content mediums that allow us to deliver the most value to our customers.
I think having only one written medium and one audio medium I can deliver the most Focused Value. How will you?
Thank you and Good luck,
SPEAK YOUR MIND: What do you think of Podcasts? Would you give my Podcast a try? How to you Focus your Value? What do you think of my Podcast tagline?