The Art of Layering Your Marketing

I hear from many small business owners that they are exhausted trying to keep up with Twitter, Facebook. Instagram, Linked in, Ads, SEO, a Blog, and the list goes on, and on, and on.

Indeed, it seems like every expert out there is telling them to do this, that, or the other to find the magic pill of marketing. If they only do X, Y, or Z, they will suddenly have lots and lots of clients.

Only, it doesn’t quite work that way. There isn’t any single “one size fits all” strategy in marketing, because each of our businesses are different.

Beating yourself into the ground because you think you “have” to do something to get more clients is pretty miserable.

Of course there’s the alternative of trying a little bit of this, and a little bit of that. It’s what I call the shotgun method of marketing. You basically throw some money on social media, on blogs, on newsletters, and everything, and hope that something sticks.

Unfortunately when it sticks, you won’t know which thing stuck, so you keep doing everything, hoping to figure out something else that works to bring in clients. So you add more things to your list.

It’s the definition of insanity in your small business.

Instead, take a step back, and let’s walk through this a little bit differently. What if.. Everything you did tied together? And each piece had a part of the symphony that was clearly defined, and each piece clearly leads to the other ones, and saved you hours and hours of time? What if you could layer the pieces of your marketing to save time, effort, energy, and cost?

Think of it this way- what if you could record a video using Zoom. You then have the audio of the video as well. For approximately $1/minute, you can go somewhere like Rev, and have the video transcribed. This then becomes a blog post.

The video can be posted on Youtube (or not), or on your website. If you decide to post on your website, you can show the video, share the audio, and the transcription for a complete package.

Then turn the audio into a podcast, and upload that.

Take the text that you’ve created, and search for 20–30 sound bites, which you can easily turn into graphics using Canva. Those become social media posts, pins for Pinterest, and more. (and you can also use them on your website)

Your transcription can then be used to turn into multiple, articles, by using a strategy of reuse, repurpose, and recycle. You then submit articles to various outlets, and thus get backlinks to your website, improving your SEO, and getting more traffic to your website.

One piece of work, that when you reuse it, and layer the pieces together, you get lots and lots of usable pieces. You can possibly get a full month’s worth of content (or more!) just by doing a single, good video. That’s pretty cool!

Did this help you improve your marketing? If so, let me know!