This month I’m writing about a topic that I’ve become very interested in over the past few months: marketing mindset.
There are various resources talking about how marketing mindset is all about seeing things from your customers’ perspectives, but I want to consider marketing mindset in terms of how you feel about and perceive marketing as a small business owner.
Individual attitudes to marketing are the biggest factor I’ve noticed when it comes to whether a business is capable of marketing themselves consistently.
And I think that’s because, as a small business owner, your overall mindset is so critical to your business success.
When it comes to marketing, there isn’t a shortcut. It’s really as simple as turning up, day after day, to get in front of your audience and show them how you can help them.
But to do this requires the right mindset, and let’s face it – if you don’t enjoy marketing, or even feel as strongly as ‘hating’ it, it’s unlikely you’re going to be able to do this.
Here are three main issues I’ve identified when it comes to marketing mindset and why a negative mindset towards marketing impacts your ability to grow a successful business:
Marketing is about being visible
This one is simple – but easy to forget. Marketing is about being visible. If you wrote a blog post and didn’t publish it, it doesn’t count. If you wrote an email but didn’t send it, it doesn’t count.
Nearly every day I come across this scenario with my own clients. They’re often happy to write the content, create the graphics, edit the videos, draft the email. But when it comes to sharing it with the world, they fall at the final hurdle.
Why is this? I believe it’s a mindset issue. A lack of confidence, imposter syndrome, or simply procrastinating. It doesn’t really matter what the reason is. The important thing to understand is that the issue is mindset, not actually doing the thing. Because to press send or publish actually only takes a matter of seconds!
Marketing is about being consistent
We all know that old adage, consistency is key when it comes to marketing. We all know it, but why are so many of us so bad at it? Yes, it could be a time management issue, but actually a lot of marketing only needs to take a few minutes.
The reason so many small business owners aren’t setting aside even 10 minutes a day to do some kind of marketing is because they hate it, don’t want to do it, or quite frankly, think they have better things to do with their time so don’t prioritise it.
And why don’t they prioritise marketing? Because they don’t have the right mindset around it. If marketing isn’t considered a crucial business function, it will always feel like a chore and an added extra task on the task list, rather than a fundamental essential to running a business.
Marketing is about living and breathing your brand
As small business owners, our brands are typically so closely related to our own personalities and personal visions that the lines often get blurred. And the consequence of this? Our mood and attitude actually can be reflected in our marketing if we’re the ones responsible for putting it out.
For example, if you resent the fact you have to create some content, you need to be extra careful that that doesn’t come across in your copy! It can be very subtle, but making sure you have the right tone of voice that appeals to your ideal clients is critical to consistently attracting them to your business.
So these are my initial thoughts on marketing mindset and why it’s so important to keep an eye on this as you’re marketing your business. In my upcoming posts I’ll be talking about the main marketing mindset blocks I often come across, how to overcome them and how to improve your marketing mindset.
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