Imagine you’re a romance writer who has dialed in your Facebook ads so well, you’re making GREAT money from your $5K monthly ad budget. All is humming along nicely until …
You wake up one morning and Facebook has cancelled your ad account.
Their only reason? They don’t agree with your “business model.”
Their decision is “final.” No appeal option.
Your full-time job is selling your books. Now what do you do (other than panic)?
Luckily, this true story has a happy ending.
After a glitch earlier this year, Facebook DID actually cancel a whole slew of romance author accounts, but has since fixed the issue, and restored them.
Now, that doesn’t change the point of my story, which is this:
If all your marketing eggs in one basket, you’re putting your marketing at risk.
Look, I get it. We’re all very busy. And it’s easy to get lost in the deep “marketing hole” that sometimes offers very little ROI.
So when you find something that works, why not ride that baby hard?
Well, the answer is, you absolutely should.
You should ALSO take some of that profit you make and invest it in other marketing strategies.
“Sure thing” marketing strategies die.
All. The. Time.
Which means you have a good thing going (maybe even a GREAT thing) … until you don’t.
So, what do you do if you are someone who is relying on one marketing strategy to feed your business?
Well, first off, don’t panic. And, please don’t start spinning around, frantically dumping money and time into a bunch of different strategies that you don’t know will work.
All that will do is leave you frustrated, overwhelmed, and full of more fear and anxiety than you already have.
The first step here is to be aware.
The second step is to feel the feels. If looking at your marketing is bringing up a lot of uncomfortable feelings you don’t want to feel, I hate to say it, but that’s a pretty big sign you really ought to stop and feel those feelings (before the Universe decides to step in with that nasty 2×4).
The third step is to look for easy ways to start diversifying your marketing that don’t require a lot of time, energy, or money.
Need some ideas?
I’ve got you!
- Are you consistently building your email list? (This is where you want to start.)
- Think content! Are you consistently sending great content to your email list? If not, this is a great area to work on. Plus, as an added bonus, you can use that content to start branching out into other marketing avenues. (Remember, content doesn’t have to be written blog posts; you can do videos and podcasts if those are easier for you.)
- Are you consistently building up YOUR platform? It’s fine to use Facebook and Instagram to find your peeps, but make sure you’re inviting them to check out your little piece of Internet real estate. (Just adding a quick CTA to check out your site may be all that you need.)
In addition, you may want to look at bringing in other partners to help diversify your marketing. (For example, like joining me and authoring a book in my Love-Based Business series that will continually promote your business for you.)
Like more Love-Based Thoughts? Make sure you check out the books in my Love-Based Business series.
Hi Michelle, always appreciate your posts, thank you! It’s interesting in that so many business owners are convinced that the only effective marketing and advertising strategies cost money, but so many are free, like Google Maps, YouTube, etc. We did a simple YouTube video for a client that was very locally-focused for her type of business, and over a one-year time period it has over 800 views, which is an average of 2.5 views per day, and the owner says she can’t believe how many people say that they found her business just through seeing that one video. She can’t even figure her ROI because she’s acquired so many new customers, and the video will continue to bring in more.
Michele PW says
I’m a big believer myself in combining paid and organic (free) marketing strategies. Great story.
I think good marketers spread their efforts across a multitude of baskets. Better marketers recognize how these efforts are connected to each other. The best marketers see how these connected efforts add value to each other rather than detracting.