Marketing without burning out?
Is that even possible?
You need to be on [insert hyped social media platform]!
Right now!!
Have you seen those? A lot of gurus spread these kind of messages.
The result?
I see a lot of creators and coaches add another social media platform into their daily routine.
Only to realize soon, it adds such a workload to their plate that they can’t possibly handle long term. A solid hamster wheel.
So their account slowly dies again. Which in effect, harms their marketing instead of fueling it like they intended.
This is not about blame. On the contrary. I’ve been there too.
But I’ve realized something:
It’s not about following the latest hype. Because usually, when a platform gets hyped, it might already be saturated. Especially when you do what everyone else is doing.
Now don’t get me wrong. Those social media platforms can still work.
But only if you do it strategically.
Let me explain.
The evergreen strategy no one talks about
Before starting a new social media platform, ask yourself:
is my target group over there?
are they active and easily reachable?
how much effort does the platform require? Can I handle the daily workload?
can I use automated systems to grow, get reach and generate leads?
If you can’t answer the first question, then we already found a reason why your marketing might not be working. Because aimlessly trying to ride every hype doesn’t bring you closer to your ideal client.
And aimlessly posting content doesn’t either.
It comes down to having a marketing foundation, a clear direction, clarity about to whom you’re talking and evaluating feedback.
Feedback in the form of data. (and of course from real people, but data is more neutral)
Most people I know completely ignore their analytics. The thing is, your data wants to tell you a story and to show you the way where abundance can be found.
The right product-market fit for you.
Or why your videos on youtube suddenly lost reach.
It’s all there.
For instance, let’s say you have a youtube channel and recently changed all your video titles to add episode numbers in the beginning.
If most of your traffic came from youtube’s suggested feature, then this will very likely harm your reach. Because in the recommended section, you can only see a small part of the title. And if the title has a number in it that’s meaningless to people, they won’t click anymore.
Or if you get a lot of views on your profile, but hardly any new subscribers or followers, then the data is telling you that there’s a mismatch. Either the people viewing your profile expected something different after reading your content or the profile itself doesn’t invite them to follow and learn more about what you do.
Your data tells a story. And once you understand it, you can make any platform work. Because you see how the game works. It’s a numbers game. You experiment, check the data, experiment again, cross check, and so on. A natural feedback loop.
Of course, for the data to be meaningful, it needs statistical relevance. If you only have 2 views, it’s impossible to draw any conclusions.
This is where burnout can enter the picture if you’re trying to do this manually and on the fly.
But when you at least have a meaningful system to create content and generate views, you have a chance of creating so much data that you can use it as feedback.
Or even better: automate the entire thing to fail faster.
And then the burnout has no chance.
Because what you do starts to be efficient and you’ll see effects of changes.
After a few iterations, you get measurable, repeatable results and your message gets seen.
Hope this helps,
Mira