You don’t need to do all forms of marketing. You don’t need to be on all platforms. In fact, the more you diversify your approach to marketing, the less effective your marketing may be.
More is not better.
The argument for being on multiple social media platforms for marketing purposes is that each one can offer some benefits and it takes relatively little effort to create content once and share it everywhere.
But this “any-benefit approach” (a term used by Cal Newport) fails to take into account the opportunity costs of marketing diversification.
If you only have 15-30 minutes per day to devote to marketing, and you’re spreading those minutes across multiple platforms, it will be difficult to gain traction, build a skill set and develop meaningful connections on any one—Jack of All Trades, Master of None.
Resist the temptation to try to become omnipresent. The truth is, the more you say yes to new opportunities, the more the opportunity costs of failing to become really good at one thing start to compound. Warren Buffett: “The difference between successful people and really successful people is that really successful people say no to almost everything.”
The objective of marketing is to build a loyal audience over time. The starting point is a question: Where is my audience?
Once you’re clear on that, it’s all about developing the skill of delivering ideas that build trust. Focus on one content type. Deliver it on one platform. Gain traction. Then double down on what’s working.
Become remarkable at one thing. Focus on what matters.
You have ideas. Your market is looking for solutions.
Finding that intersection between your expertise and those seeking it is the most promising pathway to growing your practice.
When you generously share what you know with the world, without expectation of reciprocation, the world rewards your generosity. You become recognized as an authority…eventually, as a thought leader. You then naturally make connections with those seeking your expertise, whether through prospect discovery or referral.
Domain expertise and a willingness to share it are among the fundamental traits of successful thought leaders.
Share your best ideas for free. Become a thought leader. Build a practice. And you’ll never have to feel like you’re “selling.”
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Jay Harrington is president of our agency, a published author, and nationally-recognized expert in thought-leadership marketing.
From strategic planning to writing, podcasting, video marketing, and design, Jay and his team help lawyers and law firms turn expertise into thought leadership, and thought leadership into new business. Get in touch to learn more about the consulting and coaching services we provide.