2020 into 2021 were trying times for businesses around the world. Profits were down, people were staying in and many were out of a job. Despite the mounting pressure, however, some industries came as a breakthrough and ultimately, thrived even more than they had pre-pandemic. Zoom and stock trading platforms skyrocketed in popularity but many also found an unlikely friend in marketing.
Searches for “how to market” and “marketing” reached an all-time high in 2021 globally. Many businesses began working towards recovery through garnering community support and getting their names out there. Many non-marketers also noticed the trend and started considering a career switch.
As the pandemic continues and many consider going into the field or hopping on trends to do some of their own marketing, it’s important to know that marketing is a commitment.
Drink From a Daily Firehose
Continuing education is important in almost every job field but in marketing, it’s important to go even a step further. Trends evolve on a daily basis, advertising rules are continually updated and where your audience lives can change in the blink of an eye. This is why we recommend staying up to date as much as possible by reading, watching and listening each and every day.
Tip: Subscribe to newsletters (like ours), podcasts, email lists and set your Google alerts so you can stay in the loop without the added difficulty of blindly trying to find information.
Start With Your Bread & Butter
Yes, TikTok is trendy but is this going to be the best platform to devote your time and energy to when you own an elderly care home? Probably not. Our suggestion: Find out who your audience is, find out where they are best reached and devote 99% of your time to those platforms. The return on investment, or ROI, will be far greater when you utilize platforms you already know are good for your business rather than following a trend.
Trends do have their place but when you’re first starting out, it’s best to stick with what works and try out some trendy channels later.
You May Not Be Your Customer
Many early-career marketers and business owners assume that because it’s their product they are marketing, they can use their own personas to determine the audience. This assumption isn’t always true, however.
Always start with research, find out who’s buying your product, who you want to target and where those potential customers are. Marketing should always be data-driven and objective.
Start With It, Stick With It
Often called the engine of the business, marketing is a long-term commitment. Especially when it comes to social media, your marketing activities should be looked at as something that requires attention and, usually, re-learning as the platform, software or medium changes. It is always better to start marketing outlets you know you can support long-term rather than start and stop them – potentially causing your brand to look bad when someone searches for you.
Avoiding these common pitfalls and creating a foundation for yourself can help your business or career grow exponentially. Treat marketing as your best friend and it will love you back.
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