The Art of Slow Marketing

Francisco Gonzalez @franciscoegonzalez

Are you overwhelmed and fed up with the do-it-all approach to digital marketing? Let's look at the effect this approach has and how to slow down the churn by focusing on one strategy well.

Picture this

When you imagine your dream workspace, what comes to mind? Something like this gleaming white office? An airy, light-filled space that is clean, uncluttered, tidy, and functional.

Now, take a look around your desk. Does it look something more like this (yes, that is my mess I am sharing)?

Now, envision the first photo versus the second photo in terms of your marketing approach. Is one streamlined and efficient? Is the other chaotic, cluttered, and overwhelming? Which do you prefer? Which would you feel inspired by? Which would represent your brand and your vision? Doing everything to market your business tends to come out looking more like my desk and less like the first dream desk; here is why.

We set out with one clear vision for marketing our business and quickly fall prey to the plethora of feedback and advice from so-called experts. We pile more and more onto an already full plate of "must dos" and "should dos" without intentional consideration of the weight of these tasks on our mental and physical load. We are told, "to be successful, you must be on every social media channel," to have an engaged following, "you must email them weekly." Our initial clear vision often becomes clouded as we get lost in marketing clutter. The longer you stay in this place of multiplication, the more you lose sight of what the right approach truly is for your brand.

Now, Let's Reframe this Approach

What if, instead, your marketing strategy was to do less?

As a marketing "expert," I give you permission to slow down and focus inward instead of seeking outward advice—source guidance and direction not from others but yourself. Don't take every piece of feedback to heart, and give yourself permission to make your own decisions based on knowing your brand, your customers, and how you wish to spend your time.

Authenticity comes from clarity

So, why is this the advice you should listen to over all the other directions you receive? Because by doing less, you can focus more on your core values, your unique offering, and your authentic voice. You can focus on a singular vision with a more vital message that stands out above all the chatter we find across the web and on social media. This singularly focused voice clarifies your brand for potential customers. You will know your brand inside and out, have an intention behind your actions, and feel more energized to give it your best. By doing so, your passion for what you do will shine through.

Focus only on the road ahead

Still not convinced. Imagine you are driving through a busy city street during rush hour traffic. You could be calmly listening to your favorite podcast or the classical station. Your focus is on the road, and you can minimize all the distractions around you. Suddenly, the car slams on its brakes right in front of you. You can respond and come to a stop just in time.

Now imagine you are in the same situation, but in addition, you're talking on the phone, you have screaming kids in the backseat, and you are running late for a dinner date with a potential client. Your attention is divided between outside distractions, internal chatter, and your passengers. The car slams on the brakes suddenly in front of you, and your delayed response causes a further distraction as you have now hit the car and damaged your vehicle's front end.

Which scenario produces a better outcome? The one where you are relaxed, responsive, and agile, or the one where you are trying to do all the things at once? By focusing solely on the road ahead with one task at a time, you can carry out your mission more effectively, joyfully, and with the ability to pivot and respond. If you add too many other components to the situation, you weaken your response time and set yourself up for lasting damage.

How do you shop?

Don't just take my advice; trust your intuition. When have you selected to purchase a service or product from a hyper-focused brand that's only on one marketing channel? What impact did their approach have on your purchasing decision, and what did you receive in return? How did their marketing choices change your impression of their brand? Now flip roles; how can your focused marketing approach help potential shoppers interact with your brand?

Chad Madden @chadmadden

I Want to Slow Down! How?

You now see that by slowing your marketing strategy down, you can be clear on one main focus and put all your attention on developing one clear outcome from this approach with your utmost attention and energy. But how do you put the brakes on your do-it-all strategy when your marketing turbine is already in motion? In the same way, you might slow down your car. Pump the brakes slowly to bring your engine to a stop without locking up the brakes. Just as you add to your marketing approach, you can slowly unwind the layers.

Dive deeper into what you love!

We all have a preferred medium for self-expression; what is yours? Do you love to write? Focus on a blog. Do you love to communicate? Focus on a podcast or facilitate group discussions. Are you a gifted speaker? Focus on speaking opportunities that align with your ideal customer. There is no one right marketing channel; the best channel is the one you will look forward to using and enjoy creating the content needed for consistency. Once you know what that one approach is, commit to it wholeheartedly and let your passion drive your content. Genuine excitement and drive are contagious and will appeal to your ideal customers, whatever platform is calling you. Find your voice, then find your one key marketing strategy, and tune out all the rest.

Coaching can help.

Book a free chemistry session to get started on identifying your authentic brand voice and becoming more intentional about your slow marketing strategy.