In response to my marketing advice about effective publishing strategies, a client once told me she refused to get bogged down with publishing email newsletters. Her logic made some sense. She told me that she did not go into business to become a publisher. As I listened, a feeling of complete dread overtook me. Even though she had just spent hundreds of dollars on a photographs that showcased her products beautifully, I knew her business would not succeed.
Unfortunately, she saw herself as a one-dimensional product maker. She thought that people who saw her products would quickly see their value and immediately buy them them. I tried to explain to her that if she wanted her business to be successful, she would have to embrace her new career as a publisher.
She was unwilling to do that. Her business closed within a year.
Most people, including you, probably didn't go into business to become a publisher. Most people, including you, probably also learned quickly that there is a gap between your great products and the point in time when someone buys that product. It is your job to fill that gap. Fortunately, doing so is remarkably simple.
Effective publishing strategies to help you grow your Maker Business
1. EMAIL AND TEXT MARKETING
A recent email marketing report published by Litmus, an email optimization and collaboration company, stated that 91% of companies surveyed responded that email marketing is critical to the overall success of their business. While this survey dealt specifically with email, the same types of conclusions can be drawn when it comes to text marketing. There are several reasons why these type of marketing strategies are appeal specifically to Makers, among them privacy, personalization, price, and automation.
Privacy and personalization are more important than ever as people guard their personal information. When they give it to you, they expect you to personalize your communication with them. The more you do this, the more engaged people will be with you and your brand.
The price of email marketing services continues to be one of the lowest and most reasonable costs of managing a small business. Not only is the price reasonable, but you can automate the email and text publishing process without making it stale and impersonal.
Email marketing works, and text marketing is fast becoming a smart publishing strategy all by itself.
2. MEMBERSHIPS
Build an audience, you build a community. Inside a community is an ecosystem that delivers endless sales opportunities through a membership-based business model
Benefits you can offer your members include everything from exclusive behind-the-scenes content, opportunities to engage with you and your brand at members-only live and virtual events, and members only teaching and training opportunities. The possibilities for recurring revenue and innovation are endless. They are also made easier when the good will and brand ties are deep and strong.
3. CONSISTENCY
Perhaps the single most important trait of a successful entrepreneur is that they are consistent. Over time, they perform the same activities over and over again, even when they are bored or tired or feel like no one is paying attention. This consistency forms the basis of a core marketing strategy that you can tweak, improve, and systematize over time.
I have personally used this basic strategy when it comes to email marketing for over two decades. It works.
You don't have to be fast or hugely splashy. In fact, it's better if you're not. I have never been. Everything tastes better if it's prepared in a crock pot as opposed to a microwave.
Consistency is better than speed, and it is the open secret to small business success.
4. VULNERABILITY
Vulnerability is the truth that sets you apart in business. Importantly, it is one of the few things about your brand that cannot be copied. It cannot be manufactured of feigned.
Truth in publishing is more important today than ever. With so much worldwide discord and distrust of the media, publishing content that moves and connects with your target audience is a key to sending your brand to the head of the pack.
How have you implemented effective publishing strategies into your business? How are your customers responding? Do these strategies spark any additional innovative publishing ideas?
