Marketing is Overwhelming

It is very easy to bite off more than you can chew, especially when it comes to marketing.

Every day, it seems, a shiny, new marketing tactic comes across your desk that is the MUST HAVE tool to add to your marketing arsenal.

Content marketing. Social media marketing. Experiential marketing. Influencer marketing.

It’s enough to make your head spin, and that’s speaking from the perspective of somebody who does marketing and public relations for a living.

Imagine if you are a small business owner who needs to market your business, while at the same time make money to keep the doors open and employees happy?

Whew.

It’s easy to understand why marketing is so overwhelming.

Thankfully, you don’t have to be all things to all people. (Or, in this case, your current and potential customers.)

It’s smart to focus on one marketing tactic until your in-house marketing is in a good spot.

There has been a lot of buzz surround email marketing lately, and for good reason: it doesn’t take a lot of time to send out a twice-weekly or monthly email newsletter to your customers.

Services like MailChimp and Constant Contact make it easy to create and manage an email campaign. All you have to do is write it, plug it into a template, and schedule it for distribution. These software programs then allow you to see what’s resonating and how many people are opening your content.

Of course, you can always meet your customers where they hang out with a social media marketing campaign. A simple social media editorial calendar will help you streamline your content and plan for posting accordingly, and Canva provides some easy-to-use tools to make your content stand out.

But now that Facebook has announced plans to prioritize the content your friends and family post over that of a publisher or business, it remains to be seen how effective your content will be when posted to the newsfeed.

But just because you think you are good at multitasking doesn’t mean you should multitask, and this goes for marketing, too.

Don’t do it yourself if there are more important tasks to be completed.

Hire somebody to do it for you.

There are a lot of people who can help you market your small business so you can focus on the business side of things. If you’re unsure of where to turn, Upwork is a good place to start. You might get into a bidding war with a few freelancers, but you can see the work they produce before you decide to work with them.

Like the headline of this blog post suggests, marketing is overwhelming, and if you spend too much time getting into the weeds, you’re going to become frustrated.

Marketing your product or business, however, is also essential, and therein lies the rub: you have to do it but it can’t come at the expense of running the business.

Photo by William Iven on Unsplash

The WWE’s Marketing Engine is Top-Notch

Before you delve into this post, I’m going to let you in on a little secret that needs to be revealed before we go any further: I still watch pro wrestling.

In fact, I subscribe to World Wrestling Entertainment‘s WWE Network, a revolutionary subscription-based streaming service that gives die-hard fans access to more wrestling than they could ever dream of.

(Don’t @ me- it’s $10/month to watch all of the pay-per-views, including WrestleMania, as well as (nearly) everything the company has produced in the past 35 years. The adolescent in me wishes this was a thing 25 years ago.)

While I don’t watch Monday Night Raw and WWE Smackdown Live religiously, I still follow the storylines, because it’s the story that makes wrestling worth watching.

When the company tells a story the right way, it sucks you in.

And isn’t telling a story the right way, to the right audience, what good marketing is all about?

Granted, WWE has a rich history and thousands upon thousands of hours of content to pull from. They could easily rest on their laurels and sit back and watch the money roll in.

But the WWE marketing engine always operates at a high level.

Whether it’s the WWE’s Twitter handle, the WWE YouTube page, or email marketing that speaks to a certain persona, it’s all part of a cohesive storytelling effort that draws people in and makes them care about men and women engaging in a pre-determined (yet physically taxing) ballet in the squared circle.

I would love to see their content calendar. That monstrosity has to be a master class in how to create and share content that resonates.

When you engage in marketing, you want to give the audience what they want.

Even if I haven’t watched the product in a few months, I can go to their YouTube channel and watch highlights from past shows that bring me up to speed within minutes.

Now, I’m right back in the community.

When you do marketing properly, you give people a sense of inclusion; like they are a part of something special.

When it comes to WWE, everything they create is geared for the fan, both casual and hardcore. They don’t discriminate.

What you get is a polished presentation of their overarching stories, complete with a wink and a nod that everyone is in on the same secret.

It’s how marketing should be, and the WWE marketing engine continues to hum along as their legions of fans follow close behind.

Photo by Garett Mizunaka on Unsplash

LaVar Ball Is An Obnoxious Marketing Genius

Unless you follow the National Basketball Association, you’ve probably never heard of LaVar Ball.

Here’s a quick primer: LaVar Ball is the father of Los Angeles Lakers’ rookie, Lonzo Ball, the second pick in this past June’s NBA draft.

Ball is also the head of Big Baller Brand, athletic apparel inspired by his three sons: Lonzo, LiAngelo and LaMelo.

LaMelo is still in high school, while LiAngelo has followed his big bro’s footsteps and will play for UCLA this year.

Lonzo is a rookie making his way in the NBA.

Ever since Lonzo burst on the scene at UCLA, his dad has been hyping him as the next big thing. And that was before anyone saw him play a Division 1 basketball game.

Throughout Lonzo’s short college career, LaVar said to anybody willing to pay attention that his son was going to turn the pro game on its head, even going so far as to say his son would be better than Michael Jordan.

And, thanks to his outlandish claims and desire to hog the spotlight, a lot of us were forced to listen to him. (Thanks ESPN for giving him TV time!)

As he continues to praise his son and rep his Big Baller Brand, I’m reminded of another boisterous and outspoken man who was able to say anything and never pay the consequences.

That man, who shall remain nameless, was able to ascend to his desired position on the strength of his words. Whether or not you believed them was another issue entirely, but you can’t deny they propelled him.

LaVar Ball is doing the same thing, and he’s even dragging other NBA players into the discussion. He’s basically using their Twitter accounts to help promote his brand.

Prior to a game earlier this week, Ball said the Lakers wouldn’t lose again this week, which included a game against one of the Eastern Conference’s best teams, the Washington Wizards.

This caused Wizards center, Marcin Gortat, to take to Twitter (like all sports feuds today) and say his teammate, John Wall, would hound Ball for the entire game, making his life uncomfortable for 48 minutes.

Guess what?

The Lakers won, just like Ball said they would. It doesn’t matter if the Lakers lose their next game. What Ball said has come true so far, and he’ll make sure we know it.

By taking the matter to Twitter, the Wizards became de facto influencers for his son and, by extension, the Big Baller Brand.

Marketing 101 says you need to get people talking about your product, even if it’s in a roundabout sort of way.

Whether you like it or not, LaVar’s sons and his Big Baller Brand are being talked about at the highest levels of the sport, and it’s all because of the way LaVar has marketed the trio: obnoxiously.

But to him, it probably doesn’t matter how he does it, as long as there is buzz.

To him, mission accomplished.