Consultants and advisors agonize over where to create and publish marketing content.
“LinkedIn? It’s LinkedIn, right? Everyone else is there, so that’s where I should be. But what do I say? And, oh no, do I have to interact with other people’s content? But it’s all so... LinkedIn-y...”
I’m convinced that narrative spins through most consultants’ minds on a fairly regular basis.
Then there’s, “It’s TikTok, isn’t it? Of course it’s TikTok. That’s where culture is, that’s where things become popular. If I’m not on TikTok, I’m falling behind and the new generation will never find me.”
Or you throw a few posts up on an otherwise inactive Instagram account, or your personal profile slowly becomes focused on your business life and the line between blurs.
So you think about doing a newsletter, or starting up the ol’ blog, but give up when you think about having to promote it.
Or maybe you do three videos and stop once you realize how much time they take, which you really don’t have.
And it seems silly to hire someone to make content for you when you haven’t even figured out what type of content to make.
It’s a problem, right?
Tomorrow, June 30th, I’m hosting a LIVE Q&A session and walkthrough of our Marketing Rangefinder framework.
Spend an hour with me and a few fellow entrepreneurs and expert advisors as we talk through how to know what to say in your marketing, your messages, and your content.
RSVP here, and feel free to send this to a friend or colleague who’s struggling with what to say.
But there’s a place to start that you can start with today:
Just answer these two questions:
- Where are the prospects most likely to want to work with you next?
Not a fantasy ideal, but the next best client who values what you do above all other options. Are they on TikTok? IG? Do they read other newsletters in your category? Where are they already, and can you be there, too?
- Where can you best and most sustainably demonstrate your value?
Okay, maybe it’s technically three questions, but these ones are connected. You might have a capability that allows you to do great video content, but if you’ll never have time to do it, it’s not the one to start with. Marketing is a habit, not a task or a chore.
It’s something you’ve got to want to do, which means if you don’t have the energy, time, or resources to stick with it, don’t start with it.
So where does that put you? For me, my audience reads newsletters and LinkedIn. So, here we are. I really like doing short-form video and I’ll probably end up doing more for the fun of it, but it takes so much time that I haven’t fully invested in it.
But this newsletter is enjoyable to write, my ideal clients read it, and I can stick with it.
For you, that might be TikTok or long-form YouTube or producing articles for your local industry association’s quarterly magazine.
Perfect doesn’t matter if perfect doesn’t get done.
Perfect marketing is marketing that gets consistently noticed by your ideal clients, helps them move one step closer to your business, and makes them comfortable enough to consider buying.
Where can you do that?
Kelford Inc. are content marketers for expert advisors. If you’re struggling with what to say and where to say it to attract your ideal clients, we’ll show you the way.