
If I hear about Marie Kondo one more time, I am going to scream. As someone who appreciates a minimalist aesthetic, I don’t have an underlying issue with her approach – simplifying and eliminating that which does not ‘spark joy’ is commendable and something that most people need. But the question that remains to be asked in the KonMarie method is the most important one – why did you have the stuff in the first place? There are plenty of blog posts floating around announcing that 2019 is the year to ‘Marie Kondo’ your communications strategy. And I am completely on board with the idea. But the bigger question has to be asked – why did you have this element in your strategy to begin with, and what are you doing with the platforms that remain? There is no sense in having additional social platforms “just because”. If your audience doesn’t exist there or arent open to influence on a particular platform (hello SnapChat) then there is no point in taking the time and effort to publish content on the platform. And if publishing content on the platform takes no time and effort, then that is a bigger issue. Investigate your communications or ‘amplification’ strategy at all levels. Be critical and analytical, review results and make sure it aligns with your business’ long-term goals. Create specific content for the platform that engages your audience and is appropriate for the platform. Don’t just duplicate the same content for each platform because its easy. There are two things that all businesses, no matter what industry or market, should be doing – creating content that is housed in your website (be that with a blog, newsfeed or video stream) and an email list that is being communicated to regularly. But consider who the audience is for those communications. If you’re running an email marketing campaign for a wedding venue, are you targeting future brides? Probably not. But you might be sharing great case studies with your industry peers who could be recommenders for your venue. You could be inviting them to industry specific events that you’re hosting to create influence. There are lots of ways you could be engaging with them – but its important to remember that is a sub section of your audience. As for the others, consider whether or not you’re adding value to…
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