As a consumer, we see fads all the time. They go as fast as they come. But as a small business owner, how do you recognize if your actions are part of a fad or more lasting trend? I see this most often in marketing tactics small business owners use. You probably see this a lot amongst your networking groups (in person or online) and your business owner friends:
“You should be doing XYZ to grow your business.”
“So and So said they got a ton of business doing XYZ.”
“I feel like I need to be doing XYZ to grow my business.”
- Giving workshops
- Running a Facebook group
- Making a podcast
- Getting clarity on what you offer
- Creating a sales funnel with upsells at each stage
- Sending messages on LinkedIn
- Building an online course
- Hiring a coach
- Writing a book
Some of these examples are more recent than others, but each seems to have come out in full force at some point in the last few years before the next new idea takes over. Each of these ideas certainly has merit. However when every business owner flocks to them like lemmings, the quality declines and the end user can sense that. You can tell a good Facebook group from a stale one easily. It typically has to do with the intent of the admin.
Like we said, they all have merit but some are stronger and lend themselves to a trend if done correctly and with the right intent. For example, if you write a book just to write a book the quality of that book may not be as strong. If you hire a coach and do not listen to what they tell you, then you are falling into the fad of hiring a coach. You will end up spinning your wheels and no real quality will result.
Are your marketing tactics part of a fad or a trend?
There is a lot of support for business owners out there, ranging from free classes to paid consultants. Fads are here today and gone tomorrow, but trends will benefit your business in the long run. They are worth looking into and seeing how they can help your business. At the same time, launching and running your business is a very personal journey. It takes time to figure out what works for you and how you want your business to operate. If you cling onto fads that come and go, your business may be impacted because fads are temporary. They are not long-lasting like trends. A trend have a long-lasting effect and change the marketplace.
The key is to stick to your strengths. If you do not like public speaking, it’s not a viable option to grow your business! I love public speaking but was very uncomfortable with the “offer” I was “supposed” to give at the end. I had seen and read about the “pitch” I was to end with and it just never felt right. So for me and my speaking, I did not include the offer at the end. It felt like a fad; I would rather that people remember me for the information I was discussing. But then I realized I was walking away without making sales. It can be argued here as to whether I was skirting a fad or a trend. In time, I realized this was the trend to add the pitch and by it at the end of my talks, I broadened our marketing.
I hear statements like these often from clients and friends who are business owners:
- “I hate writing but I have to have a blog for my business.”
- “I’m not a morning person but have to go to these networking groups.”
- “My goal is to reach out to 10 people a day but I haven’t done it all week.”
Running a business is supposed to be challenging, but it should be in good and fulfilling ways. If you are finding that you have to force yourself to do something, consider that it’s not a fit for your business or that it’s even a fad in which you do not need to take part. Spend your time looking at the trends in your business. For example, you may not be a technological person but the trend is technical automation in your area of business. Then make it a priority to find someone who can help you.
Explore marketing tactics that fit your personality and approach to business. Try to weed out the fads from the trends. Choose tactics that will not only benefit your business for days to come, but also ones with which you are comfortable. Not only will you be happier and more fulfilled, but your business will grow faster as well.
If you need assistance with sustaining a trend for your business such as website updating, social media or systems automation, contact Freedom Makers. Our virtual assistants provide assistance with those tasks and much more. You can focus on your mission while they take care of the rest.