Lessons from a marketing strategy gone wrong (mine!)

The theme for the blog this week is “strategy” and the first thing I needed to do is turn the microscope on myself.
It’s ugly. I have not been following my own rules … but let’s see what you might learn from my mistakes.
Something I have preached relentlessly: When you start a social media strategy, it needs to be integrated into your overall business objectives … which hopefully are aligned with customer wants and needs. Remember, social marketing is still MARKETING. Same fundamental rules apply.
My traditional core business is providing low-cost marketing services to businesses in the Southeast U.S. When I started this blog a few months ago, I had that objective and those customers firmly in mind. But then it all went wrong.
Here’s what’s happened:
  1. Over time I have been writing less about small business marketing fundamentals, and more about B2B and social media. It’s what’s interesting to me right now, so I went with it!
  2. The people who read my blog and follow my tweets now come from all over the world — relatively few from my core market.
  3. Based on my social media presence, including the blog, Twitter, and my web page, I am getting new customers from California, Switzerland and Australia — not what I originally had in mind.

In a matter of weeks, my core business competency and customer base changed dramatically, because my message and audience changed dramatically. Isn’t that interesting? I wasn’t consistent and now I’m challenged to match my STRATEGY to my inconsistent MESSAGE!!

How did this happen? I lost sight of my core mission because writing the blog became so much fun. I wasn’t “marketing.” I was being me. And it worked out fine. I didn’t choose my audience. My audience chose me.

What did I learn? Perhaps in social media, “being me” IS the strategy.

All posts

  • G. hameury

    Your conclusion:
    "in social media, "being me" IS the strategy".
    came a little as a surprise.

    Is it? It seems to me that it doesn't really help your local business. Or did you actually expand your business to the national and international levels and made it more profitable that way? If that is the case, you adapted your strategy to your personality. Social media made you aware of your personality.

    If not, you are wasting your time and killing your original business with this blog! be careful!

    Don't get me wrong, I find your article useful and interesting and you are passionate about it which makes it even better. But you get my point.

The Marketing Companion Podcast

Why not tune into the world’s most entertaining marketing podcast that I co-host with Tom Webster.

View details

Let's plot a strategy together

Want to solve big marketing problems for a little bit of money? Sign up for an hour of Mark’s time and put your business on the fast-track.

View details


Send this to a friend