Marketing with a 'Less is More' Mindset
We know marketing is key to and yet it is so hard to find the time and energy to make it happen. Other things take priority and let's be honest, often we'd rather be making art than sitting in-front of a computer writing a newsletter or planning out a social media post.
That's why I am all about 'less is more' marketing.
Today I am sharing five strategies that I have been using to save time, stay sane and get better results from my marketing efforts.
1. Cutting back on Canva graphics
Canva is a fantastic tool for creating social media graphics. It’s one of the top online tools that I use in my business but I’ll admit, I get carried away with Canva! What I have noticed is that the posts that I put up on my Instagram feed that have Canva graphics get less engagement. Adding fonts and layouts to a post can give it a commercial feel that can repel your audience. Sometimes it simply isn’t needed. Don’t underestimate the power of a good image and story. Test it out yourself and see if you can let go of the fancy font every so often.
2. Using the simplest business & social media names
You already have a wonderful business/social media name - Your Name! Yep the one that your friends and family know you as. When I started my business, it wasn’t by accident that I called it Laura Horn Art. I was already seeing a trend towards businesses focusing in on the human element of their brand i.e. the person behind the art. I have since gone on to brand all aspects of my business under my name. My Facebook, Instagram, Online Classes, Podcast - they are all under the umbrella of Laura Horn Art. The more you can get your name out to the marketplace, the more memorable your name becomes and the easier it is for people to find you and what it is you have to offer.
3. Posting less on social media but using more video
I have tried out all sorts of social media strategies over the years and I have now settled on something that gets results without the overwhelm. I’m posting less but I have a trick up my sleeve - video! One video post is as powerful as several image posts. Video equals more engagement and new followers! It’s mind-blowing and the good news is the video doesn’t have to be fancy. Think simple time lapses, a short chat about what you are up to or a close-up video of a specific technique.
4. Sending single-purpose emails
Does the thought of sending an email newsletter to your subscribers every week feel overwhelming? It did for me until I adopted a single-purpose email strategy. I ditched the idea of a ‘newsletter’ format and started sending to-the-point emails with one clear call to action. Each week I decide what my highest value work is and I send 1-2 emails about that and that only. Sometimes it’s a podcast, sometimes it’s a new class, sometimes it’s a new collection of work. This simple approach makes it easy for me to create content and easy for my readers to decide if an email is relevant to them. Win-win!
5. Reducing website copy and clutter
People make their mind up about a website very quickly and get frustrated when they can’t find what they are looking for. You need to have who you are and what you do at the front and centre of your website and one of the best ways to do this is to cut out the long copy and get to the point! Make it short, shape and shiny. You can include ‘read more’ sections and direct your visitors to longer/juicier content but you want to make your main pages succinct and easy to navigate. Speaking of pages, chances are you don’t need all of them. Consider whether there are areas you could simplify. For example, recently I amalgamated my blog with my podcast so that I now only have one place to write posts such as these! Managing both a blog and podcast show notes was getting cumbersome so I let the blog go and so far so good!
Now it’s over to you, what’s your favourite ‘less is more’ marketing strategy? I’d love to learn other ways to work smarter rather than harder!