By definition, autopilot is a system used to control the trajectory of a vehicle without constant ‘hands-on’ control by a human operator being required. As a small business owner, like myself, marketing auto pilot strikes in areas I am most comfortable in. Don’t get me wrong, auto pilot comes in handy when you’re discussing certain things such as marketing automation. But there are many other areas in which you don’t want to fall into the trap of comfort over creativity.
Like most business owners, from time to time, you may have a few marketing habits that need shifting out of auto pilot and in a different direction. If you have found yourself in a slump, try our 3 tips on how to get out of marketing auto pilot below.
What is Marketing Auto Pilot & How to Avoid It
Construct Something Great & Do Nothing Afterwards
One of the best lines we learned from one of many mentors was “tell them, tell them again, then tell them what you told them. If you’ve built a product that is top-notch and has a market then you can’t just sit on it and let it sell itself. Try doing these steps after you create something spectacular.
1. Tell your perfect clients what you’re going to create and how it’s going to benefit them. Don’t over-think this step and out-punt your workload.
2. Create what you said you were going to in the first place.
3. Tell your perfect clients that you have finished creating it and show them the perks of them buying it.
It’s not over after that.
4. Don’t allow marketing auto pilot to kick in — continue to find creative ways to show your perfect client what you have and why they must have it.
Just like other important business elements, marketing takes laser-focused effort in all phases of development and deployment.
Putting Just One Egg Into One Lonely Basket
Gone are the days of marketing where all you needed was a name, phone number and direct mail piece delivered to thousands of houses nationwide. In the digital age, marketing has morphed into dozens of creative ways to display content and even more captivating outlets in which to deliver said content.
Miguel de Cervantes said it best, so you probably already know why It’s dangerous to put all your eggs in one basket. Because if you drop that basket, everything you have is gone and nothing is left for you tomorrow. So having just one basket (avenue) is not a very good idea.
Think of your content as the eggs, and your delivery system as the basket. You can put your marketing message in text, videos, eBooks, webinars, podcasts and pretty little pictures — many eggs. You also need various ways to connect your message to your perfect client. You can deliver it via social media, website, print items as well as local television and radio — that’s more than one basket. Spreading the means of distribution is a great way to avoid marketing auto pilot because you’re managing multiple marketing channels and encouraging you to continuously come up with creative ways to attract and delight your perfect clients.
The Proud Solo-preneur
The solo-preneur struggle is real, folks. Chances are, if you’re a startup, you probably started your small business in the make-shift office of your dining room . All by yourself, you may have pushed through each hurdle without the help of a support system or team in place. At some point, however, every business owner and entrepreneur requires a team to push it to the next level. The number one mistake entrepreneurs make is that they try to do everything themselves. While this may be done in an effort to save money, it will cost you more time and money in the long run.
You need a team to utilize your vision. When it comes to marketing, bringing someone in from the outside (even outside of your industry all together) could work to your benefit. Our first suggested step is to hire part-time help with tasks that eat up your time such as posting to your social media accounts and managing the books. This gives you more time to network and meet an even closer team that can help you.
When you find that team, do the following based on our growth-driven design strategy:
- Learn to understand your brand and your perfect client
- Attract your perfect client
- Help you implement business and marketing advice
- Adjust the plan for the next step in the strategy
In other words, the faster you get help with your marketing, the faster you grow your business. Don’t, I repeat, DON’T go into marketing auto pilot here.
Do you have any other tips about how to get out of the marketing auto pilot slump? Leave them in the comments below.
Inspired by Change Your Mind, Change Your Marketing blog post originally written by Jamillah Warner.