Marketing success is not just the result of sound strategy and disciplined execution. Those are of course key ingredients, but there’s one more ingredient that I would argue is more important: Your mindset.
Over the past 9 years of creating and executing marketing plans, I’ve come to realize that long term success or failure is often the result of your approach to the mental game of marketing. To highlight this point, I’ll walk through 3 common beliefs that most of us have thought (or are even thinking right now) that will sabotage your marketing.
1. You Need a “Silver Bullet”
This belief kills marketing progress. It essentially puts you on a marketing hamster wheel where you run from shiny object to shiny object. You’ll feel like you’re moving your marketing forward because you’ll be implementing constantly. However, months and even years can go by without any real success.
Trust me, there is no “silver bullet.” No matter what you read or hear, there is no such thing as one tactic that solves all of your marketing problems. The most successful marketing plans incorporate as many different marketing tactics as possible, which leads to more stability and ultimately more sales than any one tactic alone.
2. You Can “Set It and Forget It”
Sure, you can “set it and forget it” like Ron Popeil, but be prepared to eventually lose it as a marketing channel. All digital marketing tactics are evolving almost daily and your competition is not going to sit still. That means you can’t ever stop learning and testing!
Even marketing automation programs, which do technically allow you to “set and forget,” still need to be monitored closely and adjusted over time to ensure peak performance.
3. Your Campaign “Failed”
Finally, there is no such thing as a “failed” campaign if you’re tracking your results. I know that’s a big “if” and if you’re not tracking then failure is almost inevitable. However, if you are tracking, then every campaign is a learning experience. Some will work, some will sort of work, and many will be duds. How you react and change course after those duds will determine how quickly your marketing improves.
One of my favorite quotes is from Thomas Edison when he was working to invent the lightbulb. He didn’t give up when his experiments failed. Instead, he famously said, “I have not failed. I’ve just found 10,000 ways that won’t work.” :) That’s the same mindset you need to succeed with marketing!
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