5 Reasons why it feels so hard to promote your business – and what to can do about it.
Somedays it can feel more than hard to promote your business can’t it? You sit there, phone in hand or computer screen blinking and you think what the heck am I meant to say now? What can I possibly say that hasn’t been said before and said by someone else better than me? The thing is, marketing your business can feel tough when you are not aligned with your brand and working towards a solid vision. In this article we will explore 5 reasons why it feels so hard to promote your business – and share what you can do about it.
5 reasons why it feels so hard to promote your business
- You are creating content for the sake of it.
- You feel you need to be online all the time.
- You keep looking at your competitors too much.
- You don’t really know who your ideal client is.
- You are focussing on short form content and vanity metric validation.
why it feels so hard to promote your business Reasonm#1 - You are creating content for the sake of it.
Are you creating content for the sake of it? Because you think you should? Because you see everyone else doing it?
You will be lying if you have just read that and thought “that’s not me”. We’ve all been guilty of creating content because we think we should, or because we’ve seen someone in our feed talking about something and getting a great reaction. There may even be the odd time that it works and you get a good reaction to the post or video. The reality is however that it is unlikely to get you real traction because it will lack connection to your overall approach, which will stall your efforts in building genuine relationships with your audience to convert them into customers. To make your life easier, and to feel more in control of your marketing you need to get a clear vision, strategy and goals for your brand, so that you can create content that supports that mission and isn’t derailed by trends or fads.
Reality Check #1 Scattergun strategy = scattergun results – making it feel really hard to promote your business.
What you can do – Invest time and effort into defining a clear vision, strategy and set of goals for your business. It doesn’t need to be long term, but it should be centred on where you want your brand to be and really clear on how you plan to get there.
Reason #2 of why it feels so hard to promote your business - You feel you need to be online all the time.
Here’s one I am really guilty of myself – that constant dread that if I am not online when someone drops a DM that I will miss out on the client, or if I’m not breadcrumbing and adding value then someone will overtake me as the go to expert for online visibility – these vulnerabilities play into a belief that being online all the time is the only way to succeed – but it makes it feel really hard to promote your business.
The thing is – people are not online all the time. People do not expect instantaneous responses and if they do then they may not actually be your ideal client in the first place. Having a clear set of boundaries that you exercise with yourself first and foremost and your clients thereafter will give you more control, allow you to focus on creating better quality content and showing up more genuinely and authentically. It’s no wonder we find it so hard to promote our business when we feel like we always must be promoting our business!
Reality Check #2 Being online all the time means you are not giving time to your zone of genius, which will drain your soul – making it feel hard to promote your business.
What you can do – Create a healthy routine for you – time for creating, time for connecting, time for engaging, and most importantly, time for being offline. It will feel hard to begin with but once you create the healthy habits for yourself you’ll see the benefits in the content you produce.
Reason #3 - You keep looking at your competitors too much.
This one is a really easy trap to fall into – and when you start the comparison train it is pretty hard to stop it, making it feel really hard to promote your business.
It would be all to easy for me to say “just block out the noise, unfollow, delete, switch off from your competitors”, but the truth is knowing your competition and being aware of they are doing can be a healthy motivator – as long as you use the energy positively rather than a stick to beat yourself with.
It can feel so bloody hard to promote your business if you are constantly comparing yourself, you’ll find you don’t show up as authentically, you may even potentially self-sabotage your efforts because of that pesky imposter syndrome that you let get the better of you. Managing your exposure and engagement with your competitors and working on your own mindset will make a huge difference to how comfortable you feel with your visibility, your messaging and the confidence you have in the impact you are creating.
Reality Check #3 - Comparison is the thief of joy, and the thief of authentic visibility. It will always feel hard to promote your business if you are constantly comparing it to other peoples.
What you can do – Manage your exposure and engagement with your competitors. Get clear on your own purpose, vision and values and curate a circle around you that will champion, cheerlead and challenge you effectively so much that you won’t care what Belinda is doing down the road. (Sorry Belinda, but we’ve picked on your sister Karen enough).
Reason #4 for why it feels so hard to promote your business - You don’t really know who your ideal client is.
I suppose I should have made this number one but in reality they all have equal credence so it doesn’t matter the order I present them in! It is always going to feel really hard to promote your business if you don’t really know who you are trying to attract, where you are going to attract them and what content they will respond to. If you think you should appeal to everyone then you are going to need a huge marketing budget or a huge team – or both. You need to work on your mindset that you have a zone of genius that can create magical results for a specific niche. By staying general you are going to find it really hard to create a messaging strategy that truly resonates – which means you’ll fall into the other traps like being online all the time or posting for the sake of it. The more you niche down, the more targeted you can become, making promoting your message simple and more manageable.
Reality Check #4 If you try to talk to everyone, you are likely to talk to no one – making it feel really hard to promote your business.
What you can do – Immerse yourself into the world of your ideal client, who does it bring you joy to work with – who can get the most benefit from working with you. It’s not about creating pretty orators but understanding the behaviours, motivations and pain points of the people that you have the perfect product or service for.
Reason #5 You are focussing on short form content and vanity metric validation.
This one cuts deep – but if you focus only on social media and measure your worth by how many likes follows and comments you get on posts, then you will definitely be feeling like it is really hard to promote your business. We are all addicted to the dopamine hit of seeing likes and comments pinging out from social media apps after we post. Our constant need for validation – that we are getting it right can actually get in the way of creating content which truly adds value and aids our perfect customers in making a decision to buy from us. Case in point – creating trending reels. It is way too easy to get stuck in a black hole of creating reels using trending audios which actually do nothing for your ideal client. Sure it may boost your reach – but when it boosts your reach to people who have no intention of ever buying from you then the exercise does nothing but add to your feeling that promoting your business is really hard. Create a content strategy that takes your ideal client on a journey, fosters community and builds relationships, and this will help you to jump off the pointy dancey reel train once and for all.
Reality Check #5 Vanity knows no pain (thanks Gran for this gem!) and the pain of aimlessly creating content for likes and short term validation can be endless.
What you can do – Craft a content strategy, one that encompasses everything we’ve been talking about in this article. Think about what you want your audience to know, what you want them to feel and what you want them to do. You don’t really want them to like a post. You want them to feel compelled to buy your latest offer.
In a Nutshell:
If you have been feeling like it is getting increasingly harder to promote your business and your motivation has been diminishing, maybe it’s time for you to reset – and go back to the basics of why you are in business and what your ultimate superpower is?