Thoughts From The Cloud: Get Off That Marketing Hamster Wheel
I’m noticing a really terrible trend among SMBs these days. You’re not going to admit it if you’re having this problem, so I shouldn’t even ask, but hey, it couldn’t hurt anything.
Are You on a Marketing Hamster Wheel?
Are you running your bejeesus off just to get nowhere? Do you run and run and run to capture leads, only to fall behind when you actually need to follow up on them?
Look, it’s nothing to be ashamed of. In fact, it’s a major growing pain for all kinds of companies. Marketing has been something of a mystery for a lot of business owners, yet they continue to insist they can handle it on their own. What ultimately happens is that they don’t create particularly effective advertising, nor do they manage to really impress the leads they do capture because they’re torn in too many directions.
This isn’t a blog about advertising, not really. It’s more of a business building rant. Are you ready? Here we go.
The Doctor / Mechanic / Other Skilled Trade Metaphor
My father is a mechanic, so I always heard this one as “Would you rebuild your car’s engine yourself just to save a few bucks?” And this is where you look at me like I have three heads and say, “Of course not. I’m not a mechanic!” The same holds true for marketing,
Just like rebuilding your own engine, marketing your business is absolutely a skill you can learn with time and practice. But, like rebuilding your own engine, you need to acquire the right tools, invest time learning what doesn’t work and stay in touch with the latest thoughts in the industry. You can absolutely do that. I believe in you.
What I don’t believe in is wasting your valuable time marketing your company when you could be selling your products or services. Listen, there are only so many hours in a day. If it takes you three hours to write a blog post and you generally get $100 an hour for your services, you’re going to be way ahead of the game when I write that blog in under 90 minutes, even if my rates are the same as yours.
You’re a very talented professional, you need to be investing your energy back into your company in ways that result in cash in hand. Instead of running endlessly on the marketing hamster wheel, attracting clients, then only doing a so-so job because you’re trying too hard to split your focus, get off of it once and for all. Get away from that thing. It’s a trap. Put your energy into becoming the best in your field and let people like me and the team at In The Cloud create the best marketing for your audience.
Don’t worry, we’ll make sure you’re on board with the marketing plan. We’d never run off and spend your money on candy without your permission.
Shedding the “Jack of All Trades” Mindset
There’s a lot of pressure on small business owners to know everything and DO everything within their own organization. This is leftover dogma from a time that no longer exists. Today’s world is stuffed full of people you can find to do piecework here and there to complete the skillset you’re working with. You don’t have to know how to set up a social media “like” campaign to roast the world’s finest frankfurter. You need to focus on the char on that weenie while your social media person works their magic. That sausage is your expertise. Social media is not.
It’s hard to get out of that mentality, it is. But there’s one surefire trick you can use every day, no matter where you are.
The next time you think about doing your own marketing or even fixing your own toilet, ask yourself: How much money would I be making if I were working in my own specialty right now?
Your plumber costs $75 an hour. Your hotdog flamin’ skills earn $200 an hour. The math is easy.
Repeat this to yourself as much as you have to. Learning to delegate is a great sign that your business is ready to move to the next level. That’s where the fun starts. That’s where you get to focus on what you know and expand that knowledge base. It’s also where your biggest challenges are choosing the right support team.
Stop thinking of yourself as a person alone. Start thinking of yourself as a business that has expenses like hiring a plumber or a hotdog flamer inspector.