Friend Friday: Stop Chasing Shiny Things
You can’t be a marketer unless you are flexible. A bit fluid perhaps. Marketers are always adapting to the latest trends, algorithms, and new platforms. It is part of the gig, right? Sure, but I want to talk about the latter — new platforms.
Once we hear a handful of people, be it friends, colleagues, or even competitors mentioning a new platform our wheels start churning. We begin to wonder if we too should jump in, and if so, when? If we are too late to the game, it appears we are behind the eight-ball. Yet, if we hop in eagerly at the sight of that shiny new marketing platform, we find ourselves treading water just trying to stay afloat.
So, when is the perfect time to dive in head first?
When you have the resources available to allocate the necessary time in order to succeed.
What does that even mean? Let’s throw in a metaphor.
Think of new platforms as the new car you’ve had your eye on. It’s beautiful, right? A stealthy black with nice rims, can probably drive itself…you know, all the bells and whistles.
Why do you want this car so badly? It’s simple, Janice Jones from down the street just got one; however, she only got the limited package. You won’t make that mistake. You’ll walk out of that dealership on cloud-nine, with a better car than Janice. Maybe you’ll even pass by her house a few times on your way home just to make sure she sees it. It may be nice for a while, but the reality is — Janice doesn’t care what kind of car you have. Janice doesn’t pay your loan payment, insurance, or taxes. In other words, Janice doesn’t have to allocate any of her resources to your shiny new car. You do.
New marketing platforms can be thought of in the same way. You may see many of your competitors adding new platforms to their marketing strategies. Just because they are doing this, doesn’t mean you should as well. The only time you should hop on this bandwagon is when you have the resources available to allocate the necessary time in order to succeed. Sound familiar? It should.
If you cannot commit the time to establish the brand, build an audience, and create quality content on a consistent basis — don’t bother starting. It will fail.
New platforms are always going to pop up. Some will stick. Some won’t. When they’re new, they will likely experience a few kinks before they are optimized to perform as they are meant to. You don’t have to keep up with the Jones’. Give it time and determine if it is something you want (and have the ability to) dedicate resources to. If you do, go crush it!
This post was authored by Kayla Elliott and was the first feature in our “Friend Friday” series. Kayla Elliott is the Vice President of Marketing for PC Matic and the Founder of Ell Consulting.