Let’s talk about why you should double down on what’s working and ignore all the noise around you.
The Next Shiny Object Syndrome
With marketing or any kind of business, you’re always interested in looking at the next thing. I was just actually looking at a thread in an online entrepreneur’s forum yesterday, a Facebook Group, and one person brought up a good point. She said:
As entrepreneurs, how do you control yourselves from moving onto the next shiny object?
I think a lot of entrepreneurs are on the ADHD spectrum, myself included. They always want to start new things. There’s a shiny object here, another one over there, and look at that one right there!
It’s the next, big opportunity that excites us. I think that’s how we all are.
From a marketing perspective, when you look at your business, I think it’s important to look at what has been working for you and double down on that.
I’ve seen some people trying to jump on these new channels whenever they pop up. They’re on Snapchat. They’re on Instagram. Whenever the next big social media channel pops up, they’ll be on it like gravy. It’s fine when you’ve nailed down one thing and maxed it out, but a lot of people are just trying too many things at once.
Related Content: The Marketer’s Guide to Snapchat
I’ve certainly fallen victim to next-shiny-thing syndrome in the past. I’ve reeled it in a little bit over the years. Now, from a marketing perspective and a lead-gen perspective, I only think about what’s actually working for Single Grain.
What’s Working for Single Grain
It’s the same thing for SEO. You have to look at all the content you’ve been writing. Right now, we’re increasing our traffic by just upgrading our content. Again, it’s all about education. What can we do to continue to educate people and double down on the types of content that are working? Then we say to ourselves, “X type of content has clearly been working. Now let’s layer paid advertising on top.”
That is, in effect, doubling down on something instead of trying to do all this other crazy stuff. You could think about making funnels and things like that down the road. That’s also educating people, but first you have to think about what works for you.
Content Is Still King
I always like going back to the example of Apple in the early days. They just focused on the personal computer they had, the first Mac. They doubled down on that first product of theirs for years and years until Apple was finally a household name.
From a marketing perspective, look at what’s really been crushing it for you. At Treehouse, where I used to work, YouTube Ads did really well for us. We went all in on that and then we started diversifying into other forms of marketing.
The important takeaway is that you shouldn’t be guesstimating anything. Look at the numbers and the data and make good, sound decisions based off of that. The mistake a lot of smart people still make is they don’t look at what’s actually working and try to double or triple down on it.
How Successful People Became Successful
When Warren Buffett and Bill Gates were asked, “What leads to your success?” they both had the same answer: focus.
I find that whenever I start focusing more on the agency, things just blow up in terms of growth. This year, we’ll probably do 2.5 to 3x more business than we did last year, and I don’t see it stopping anytime soon. I think it’s just going to continue to stack. And it’s because I’ve decided to focus on what works: content that educates our best leads.
So double down on what works for you. Look at your analytics. Look at your search console. Look at how your paid advertising is doing. Look at what truly is providing the most impact.
I would even say take it one step further and ask yourself: How much is a lead actually worth to you? How much is a customer actually worth to you? If you can figure out that number then the sky’s the limit because then you’ll know exactly how much to pay for advertising to acquire the optimal number of new customers each month.
For us, it’s all about educating with our content.
This post was adapted from Eric’s Facebook Live videos: Growth 90 – DAILY live broadcasts with Eric Siu on marketing and entrepreneurship. Watch the video version of this post:
Disclaimer: As with any digital marketing campaign, your individual results may vary.