It is time for you to stop following everyone else’s advice. Stop trying to be a cookie cutter of every guru that you follow online. It is time for you to build your OWN unique marketing strategy that fits your strengths, niche, and your business model.
If that is something you want help with, then this is the episode for you!
Here for the links referenced in the show notes?
Nail Your Niche free training: tashcorbin.com/niche
In this episode, we’re going to build your unique marketing strategy.
If you’ve got any questions for me, be sure to get in touch. I love it when you slide into my inbox (firstname.lastname@example.org), or slide into my DMs on Instagram or Facebook, so make sure that you take advantage of that and let me know if you’ve got any questions.
Let’s dive in!
It’s time. It’s time for you to build your own unique marketing strategy.
It makes me so excited when people start questioning how much of their marketing strategy they’ve just borrowed and Frankensteined together from different people and different marketing experts that they’ve followed. Does it actually suit them and what they’re looking for from their business and marketing? Or is it time for them to create more of a unique marketing strategy?
If you are starting to feel like everything you’re doing is just copying someone else and you want to create your own personalised approach to marketing, then this is going to be a very powerful episode for you.
Here are my top pieces of advice to help you build a unique marketing strategy…
1. Know what your strengths are
Get to know yourself a little more!
If you’re not someone who hasn’t done a lot of personality tests or archetype quizzes, I highly recommend that you do those.
Understand what your strengths are. What strengthens you? And what are you good at?
The more that you learn what your strengths are and what comes naturally to you, the more you can curate a marketing strategy that fits those strengths.
If you don’t like talking on camera and you know that it’s not just a mindset thing, it’s actually just not a strength of yours, then there is no point following a video-centric marketing strategy that consistently makes you feel less than or that you’re not in your zone of genius.
And yet how many online marketers and business strategy experts just make it their way or the highway? They say you either need to follow their strategy and follow the things that they say you need to do, or you’ll suffer and struggle.
And that’s just not true!
The more that you know what your strengths are, the more you can build a marketing strategy to fit that.
Get to know yourself more. Know what your strengths are. And then start to look for marketing strategies and techniques that fit with your strengths.
2. Focus on your niche
Be very specific about who it is that you are aiming to reach with your marketing strategy. There are certain strategies, tactics and social channels that work for some niches but not others.
If all you’re doing is following someone else’s strategy, then all you’ll be doing is creating something that’s perfectly suited to their niche, not yours.
Connect with your niche. Be curious about where they hang out online, how they like to consume content, and what they are looking for in terms of the outcomes that they want to achieve that you can help them to achieve.
Then make sure you filter the advice that you get through your own niche.
When you’re listening to podcasts (like mine!) or you’re following marketing experts, filter the information for your niche.
Think about this: What would the equivalent of that be for my niche? Is that something that my niche would be interested in? Is that something that I could reach my niche with?
In a lot of cases, it needs to be adjusted or revised in order for you to be able to align that to your specific niche.
This is a big one because, for most people, the reason why they’re copying other people’s marketing strategy is that they don’t trust themselves as marketers. They don’t trust themselves to come up with the right strategy.
Your job is to build that trust in yourself.
The way that you can do that is to collect evidence. Collect evidence that you know your audience. Collect evidence that you know what you’re doing. And collect evidence that you’re a great marketer and a great CEO of your business.
Because you are!
A lot of marketing strategy out there trying to target you to get your dollars is built on making you not trust yourself. You don’t know what the exact 108 steps are to build a six-figure brand, so therefore, you must buy something from someone because you don’t know what they are.
But there aren’t 108 exact steps! That marketer has decided that in order to make you feel like you need to buy from them, they need to convince you that there are 108 exact steps, and if you don’t know what they are and you don’t know how to implement them, then you’re just not going to be as successful. Therefore, if you want to be more successful, you should buy from them.
Instead of falling for some of that, learn to build your mindset. Learn to trust yourself and to collect evidence that you’re good at decision-making and marketing.
Retain that decision-making power.
Even if you are working with a mentor or a strategy specialist, make sure that they aren’t consistently telling you what to do and not checking in on how you actually feel about doing that.
If you’re not getting asked if something feels doable for you or feels right, then you’re not retaining your decision-making power.
Whether you pay someone to work with them, are in a group program, or are following someone’s podcast, in all instances, I want you to retain the decision-making power.
You are the one who has the final call. You are the one who gets to decide whether this is the right strategy for you or not.
If you’re not sure and you’re not able to make a good informed decision, ask questions of the person that you’re learning from.
Because YOU get to decide. YOU are the CEO of your business.
The more that you retain that decision-making power, the more you’re collecting evidence that you’re good at making those decisions.
Have you ever had the experience where you get in a working relationship with someone and you feel like you can’t do anything until you’ve asked them if it’s okay? Can you just check this for me? Can I get your eyes on this? Do you think this is a good idea?
There are times when you just need someone to help you and give you that feedback. But the more that you do that – the more that you create that power dynamic with your mentor or anyone that you’re following – the less you’re going to trust yourself.
This is something that I talk about quite a lot inside my programs. I tell my students that our job here is to make me redundant as their mentor. I’m happy to give them that guidance, I’m happy to provide some feedback here and there, but ultimately, the more I do that, the more we can sometimes get into that relationship of needing me, and that’s not my desire.
My desire is not to be the gatekeeper of your marketing strategy. It’s to equip you to be a great strategist.
In order to do that, I want you to collect evidence of when you have made a decision and it’s worked out.
4. No vacuums
If you want to create a marketing strategy that works and that’s unique for you, then you cannot continue to intellectualise and think about it in a little safety bubble.
You need to get out there and get started.
The fastest way to learn whether a marketing strategy is a fit for you or not is to implement it.
The fastest way to work out if you’ve got strong messaging about your webinar or not is to share about your webinar. Share that messaging.
The fastest way to keep your marketing strategy cookie-cutter to someone else’s and have no clue as to whether it’s actually effective or not is to keep it in your little safety bubble vacuum.
The more that you get out there and share and market, the more evidence and insight you’ll have, and the more you’ll be able to refine it based on what works for you and what works for your audience.
5. Play with the competitor response strategy
This is a really sexy one and I want you to have a play with it, even if it brings up a bit of imposter syndrome.
This is where you look at the marketing strategy of your competitors – whether it be their messaging, content, or the way that they’re doing something – and you discern whether you agree or disagree. That’s it.
For example, let’s say I see another marketing specialist out there saying that if you don’t do their three-step strategy, then you’re leaving money on the table and you’re going to fail… and I think that that’s not true.
Then that is a brilliant way for me to build my unique approach to marketing, because I disagree. So what is my take then? What would I say that people should do?
I don’t share it as a direct response to that competitor, I just share it as my content.
I might create a podcast episode on why I don’t think this three-step strategy is the be-all and end-all for online businesses. Or I might do a podcast episode on how to build your own unique marketing strategy (wink wink).
Because for a lot of people, it’s very easy for us to get caught up in that kind of concrete black-and-white thinking. It’s very easy for us to get caught up in that fear and fear of missing out in particular.
Alternatively, let’s say I see someone share online that cold DM spamming is a terrible marketing strategy and why, and I completely agree with them.
Then I get to create my version of that conversation through my content. Because in the online space, we are all contributing to a conversation.
If I agree with them that DM spamming is a terrible idea (which I absolutely do agree with), then what does my niche need to hear about it? (Remember that I’m filtering everything through my niche!) And how can I contribute to this conversation with my unique take and my way of doing something else?
For example, I might then do a podcast on three ways to create connection without having to DM strangers.
I’m not just talking about why not to DM strangers, I’m talking about how you can create the very thing that is used as the reason why a lot of marketers say you must DM strangers online (because social media is social). It’s not my kind of social, I do not like being butted in on unexpectedly, and I don’t like uninvited intruders into my social spaces.
But a lot of marketers do say that that’s why you should do it.
I need to present my take on that then. If I agree with that person, I can create my version of what that might look like, how I might approach that, or why I believe that.
But what it’s doing is still uniquely positioning me. It’s a really sexy little thing to play with.
I don’t recommend that you fill your feed full of competitors. One of the things that I recommend that you do is unfollow a bunch of people who are doing something similar to or aligned with what it is that you do. I recommend you just keep your feed absent of that, especially in the early stages of your business because it can sometimes create that sense of being a fraud or an imposter.
We don’t want to elicit that.
But whenever you stumble across something that’s speaking to your niche, or speaking to the topic that you’re an expert on, then whether you agree or disagree, you can still have your content come from it.
If you agree, you create your version for your niche and you contribute to that conversation. If you disagree because you think that that’s not the right strategy or you think that that’s not the approach that you want to take, then you can share what you recommend instead.
You can either share it through the lens of why you don’t recommend it and what you recommend instead, or you just share what you do recommend. You don’t even need it to be in response.
It’s in response for you behind the scenes, but it’s not speaking about anyone else’s content, any other person or any other provider. It is just your piece of content and your take, approach or strategy.
It’s a sexy one to play with because it then starts to build this unique set of content, way of speaking about it, and approach that’s specific to your niche and can really help you stand out online.
6. Be yourself
Everyone else is taken. It’s hard work to try and pretend to be someone else. Just stop that part of the hard work and focus on being you.
If you’re someone who’s:
- A little bit sweary… then be a bit sweary
- Very matter-of-fact and straightforward… then be matter-of-fact and straightforward
- Very loving and caring and gentle… then be loving and caring and gentle
- A bit verbose and you talk a little longer than other people… then talk a little longer than other people
It’s so important to focus on being yourself and showing up as who you are, and stop trying to look like someone who’s successful, has an online business (whatever that means) and is professional (whatever that means). Just show up and be yourself.
The more that you show up and be yourself, tune into your strengths, tune into your niche, and build that strength in your mindset because you’re not trying to be someone else, you learn to trust yourself more.
It creates this amazing opportunity for you to find your unique space in the market and a marketing strategy that works for you as an individual.
If all of that gets you very excited to start building your own unique marketing strategy and your own message that really shines out there in the world, then the first step is to make sure that you have clearly and effectively defined your niche and you know how to speak to that niche in a resonant way.
If you are struggling with that, check out my Nail Your Niche free training.
That is such a powerful way for you to get started on presenting something unique. And when something is unique, it’s far more resonant and easier to speak in a way that’s going to get the attention of your ideal clients.
Make sure you grab that freebie here: tashcorbin.com/niche
Thank you so much for joining me for this episode of the Heart-Centred Business Podcast.
Until next time, I cannot WAIT to see you SHINE.