Rather than starting with what type of marketing suits them and their personality best, people often start with the marketing they think they “should” be doing. Maybe
someone hears that networking groups are helpful, but is a serious introvert, and struggles to show their best side at events full of new people. Or a person who isn’t confident with social media and technology is constantly questioning everything they post. The good news is that marketing isn’t one-size-fits-all. In fact, you can (and should!) use your personality to help guide your marketing efforts.
When you focus on the type of marketing that suits your personality, you can show up confidently in conversations and represent your business in an authentic way. Plus, if you can focus on channels and strategies that you enjoy (or at least don’t mind), you’ll actually put the appropriate amount of energy into it for it to be fruitful and deliver results.
Think about your marketing channels for a moment. Is there anything that you avoid or makes you uncomfortable? On the other hand, is there anything you enjoy and feel you’re good at?
Does the idea of walking into a group of new people and introducing yourself and sharing about your business make you feel excited and energized? If so, networking is probably a marketing channel you want to use to your benefit.
On the other hand, if you’re not comfortable in that situation, you have two options. One option is that you could put the work into getting comfortable and learning to be more effective in those settings. Alternatively, you could focus on different channels, such as digital marketing, or effectively asking for introductions and referrals from ideal clients, professional referral sources, and your center of influence to support new prospects coming in the door.
Another great channel for people who are more introverted is writing: digital marketing channels like blogging or columns in a newsletter can be a wonderful way to showcase your expertise without having to show up in large social settings. For example, I have a client who writes a column in a CPA’s email newsletter once a month. It illustrates that the CPA is endorsing them and helps the advisor stay top of mind with a group of potential clients, while delivering value to the reader.
Michael Kitces is a great example of using the channels he’s comfortable with. I see his work and name everywhere and was surprised to learn he’s actually an introvert! He frequently does speaking engagements, but also focuses on blogging as another major marketing channel.
Don’t let someone else’s playbook dictate your marketing strategy. Determine and focus on the types of marketing channels that suit your personality, and your marketing plan is more likely to be effective and get you the results you want!
If you need help deciphering what type of marketing is a good fit for you, or would like to sharpen your skills in a certain area, I would love to speak with you! Reach out to me today: firstname.lastname@example.org