Don’t Marry Your Marketing Plan

No Comments Yet | by Elise Perkins

I saw Gary Vaynerchuk speak last week at the University of Maryland, which was as inspiring as I hoped it would be. If you’ve ever watched The #AskGaryVee Show, you know that he has both a charisma and a clarity with words. A total marketing guru. The guy knows his stuff.

Among other insights and predictions – like the fact that robots are coming – he said something that really reverberated with me.

“Don’t become romantic about the way your current marketing works for you – it’s the quickest way to stunt your long-term growth.” Or, don’t become content with your content. You must adapt with the people, companies and technologies that are also changing daily. There are too many new options which could elevate and expose your brand to different customers and influencers; but you miss your opportunity if you practice a “business as usual” mantra.

Like Snapchat. Gary wrote about the evolution of Snapchat earlier this year, and the platform now counts the White House, Bernie Sanders, The Wall Street Journal and National Geographic as users. After all, over 100 billion users can’t be wrong. I’ve noticed the progression of content myself over the last year – where I used to see one Snap every few days, usually from my sister, now I have close to eight, daily…and my Snapchat practice is novice, at best. These photos and videos are providing quick glimpses into the human experience: a concert at Coachella, live feeds from the Mt Everest basecamp, or insights into the Presidential debates.

Likewise, if you’re not making headway with a specific platform in your suite of social media options, it might be time to break up. Are conversations minimal on Facebook? Is your growth stagnant? If you do regular audits of your communications platform, these answers should be apparent.

Date your marketing strategy, don’t marry it.

About Elise Perkins

Elise Perkins founded ep communications in 2014 after seven years of working for trade associations and think tanks. Today she focuses on building brands for businesses and people, using a savvy mix of content and influencer strategies. She sits on the board of Washington Women in Public Relations.

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