Are you or your business a victim of marketing clutter? Check out this week’s Marketing Minute to see how this effects your marketing.
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Recently I’ve been on a mission to clear the clutter from all areas of my business and my life. I’m simply just amazed at how much clutter I had allowed in – clutter on my desk, clutter on the floor, clutter on the walls, clutter on my bookshelves, clutter in my closets, clutter in my computers, and even clutter in my marketing too? – Clutter was literally everywhere – and I consider myself a fairly organized guy. Stuff just seemed to continually sneak its way in and never thought to leave once its truly useful period had passed. And if you subscribe to the practice of Feng Shui, the clutter had been draining and stifling my energy and ultimately my effectiveness in terms of accomplishing my goals.
Now I do believe that one person’s clutter could be another person’s gold. So in other words, this clutter I speak of simply was stuff that I’ve accumulated that wasn’t serving me any longer. That doesn’t mean that things I deem as clutter couldn’t serve someone else. So I graciously acknowledged the clutter for its contribution to me and gave it new life by donating it to others who could and would put it to use.
So why do I share this with you? Simply put, all of your clutter affects your ability to effectively market yourself and your business. And let me go ahead and define what I will refer to as ‘marketing clutter’ as any marketing that doesn’t currently serve you. While it may have served you once, it’s no longer effectively contributing to your bottom line – your income.
So let me ask you, when was the last time you reviewed your marketing plan for clutter?
Or, wait a minute, let’s take a step back.
Do you have a marketing plan for your business? If you do great – allow me to suggest though that unless you’re reviewing it on a fairly regular basis (e.g. monthly or worst case quarterly), now is probably a good time to dust it off and take a close look at what working as well as what’s not working in your marketing.
If you don’t have a marketing plan, allow me to suggest the possibility that that alone may put you on a path to marketing clutter. Not having and following a marketing plan tends to promote what I call the 3 biggest marketing recipes for failure and they are ‘Casual Marketing’, ‘Spray & Pray Marketing’, and ‘Flavor-of-the-day Marketing’ – all of which lead to ‘marketing clutter’.
As for ‘what’s working’, I highly suggest you maximize those marketing efforts until the law of diminishing returns sets in and it no longer makes sense.
As for ‘what’s not working’, allowing those marketing efforts to continually drain your resources for a less than needed return on investment is what I’m referring to as ‘marketing clutter’ and should be eliminated, redirecting your resources to more promising marketing efforts.
Let me give you an example.
I’m an avid networker and use networking as a key marketing strategy for my business. Recently, when reviewing my marketing plan with the aid of my business partner along with my business coach, one marketing effort in particular that I’ve seemingly overlooked, glaringly showed up for them. One of the networking groups that I had belonged to had simply become ‘marketing clutter’ and they strongly suggested that I eliminate it and redirect my efforts to more fruitful marketing endeavors. Little did I realize that although this networking group had become ‘marketing clutter’, I turned a blind eye to it because I was simply emotionally attached to this group. Additionally, it became routine – I got comfortable.
Now in marketing, that’s a dangerous place to be. So long story short, I was coached and reminded to be the CEO of my life and to lead my team and so I eliminated that networking group from my marketing.
So what did that accomplish, ultimately by removing the ’marketing clutter’, I made room for other more suitable and potentially lucrative networking activities – one such new networking group that I’m excited about had shown up about a day later. Now would that new group have shown up in my life if I had continued with the old group? Hmmm… I’ll let you ponder that one a bit.
So in closing let me leave you with this thought.
We are the captain’s of our own ships embarked on the journey we call life. We do not need anything unnecessarily complicating or cluttering up that journey. In our own way, we all want that journey to be successful – whatever success looks like to each of us. Clearing the ‘marketing clutter’ as well as any other clutter in our minds and environment will simply clear the path and light the way to that success we search for.