The Marketing Pit

Do Less, Better

The vast majority of write-ups in the marketing section of the business plans I receive resemble variations of the Marketing Pit. What is a marketing pit? It’s a mishmash of marketing ideas thrown together, much like being in a mosh pit at a concert, except it’s about ideas in your head that are pushing and shoving each other around.

It could look like this (feel free to come up with your own version):

Networking/trade shows/strategic partnerships/LinkedIn/Meta/Google AdWords/SEO optimization/Instagram/website/promo video/YouTube/TikTok/direct selling/online directories/podcasting/blogging/AI/word-of-mouth/conferences/past clients/contacts/farmer’s markets/videocast/print/direct mail/email marketing/influence marketing/chatbots/Instagram ads/Meta ads….

Overwhelm sets in. People often compile a shopping list of ideas, usually about a dozen, half of which are social media apps. Explanations of how they will use each marketing idea are typically weak or non-existent.

They claim they are building a brand and need to use all these marketing ideas. However, when you start, you don’t have a brand. No matter how exciting your website looks or how catchy your taglines sound, if you don’t have customers, you don’t have a brand (read Prove Your Promise).

Focus on Sales

Your focus, when you start, should be on sales, not branding (read The Four Foundational Pillars). Sales is about building a relationship with each customer, one person at a time. You sell to individuals, not to the masses. More importantly, it helps you understand where you need to fine-tune your offering and your messaging. You will be iterating a lot more than you think. Ironically, this process helps you build your brand as you create a reputation.

Marketing and awareness campaigns, on the other hand, go wide, reaching a large audience. This requires time and usually a lot of resources, with no guarantee of sales. Of course, we hear a lot about branding and awareness campaigns because they are glamorous—something the media loves to highlight. There will be plenty of opportunities to carry out your master plan. However, if you don’t focus on priorities that matter, you may never reach your vision.

Part One: Start with a Strategy

Strategy involves thinking through your approach based on market research and your current stage, then determining a direction. You need to decide which core collection of marketing activities will help you reach your sales goals.

By its very definition, strategy also involves knowing what you’re not going to do. For instance, you shouldn’t attempt to use eight different social media apps to get your message across if you haven’t even used one effectively. We’ve all seen someone dabble in various social media apps—writing something in their blog, then going silent for five months; starting something on X, then fizzling out in three weeks.

To simplify your selection process, break down the Marketing Pit into major marketing categories:

Marketing Categories

The Obvious 

Existing contact base/location of business/past customers/contacts with potential customers

In-Person

Farmer’s markets/pop-up shops/networking/trade shows/conferences/direct selling/strategic

partnerships

Social Media

Meta/Instagram/Pinterest/LinkedIn/X/YouTube/TikTok

Digital Marketing

Online directories/Google AdWords/influence marketing/SEO optimization

Content Platforms

Podcast/videocast/blog/email marketing

Tools: These are not activities

E-promos/promo video/website/AI/chatbot/print

Word of Mouth: Not an activity

Everybody wants word of mouth (which is a by-product of your reputation). It becomes an activity when you outline how you will leverage your existing client base to get referrals!

This approach creates a "big picture" of marketing options, making it easier to identify which ones can drive sales in the early days of your business.

Your Top Three: 80% of Your Sales

So, what is the magic number of marketing activities to pursue? Three! Having only one is a risky game, while having a dozen indicates a lack of cohesive strategy. Determine your top three marketing activities and rank them in order of priority. Remember, social media is not an activity; selecting a social media app is.

Your top three marketing activities should result from understanding your stage, what market research reveals, and best practices in your industry. Aim for simplicity—there will be plenty of time for innovative ideas later. Learn the rules before you break them.

Kailey Gilchrist of Nona Vegan’s Sauce, with whom I worked, had such a strategy:

Her top three marketing activities (in order of priority) were:

1.     Selling directly to the owners or managers of small and mid-sized health food stores

2.     Doing demos in stores

3.     Posting on Instagram

These top three activities, when executed consistently, produced 80% of her sales. The synergy created by these activities means the whole is greater than the sum of its parts: they reinforce each other and enhance her reputation.

Of course, Kailey would have other activities and social media apps. The goal here is not to be rigid; it's about knowing where to focus the majority of your energy and resources.

Part Two: Give Details of Your Marketing Activities

The process doesn’t end there. Within each activity, you need to develop specific tactics—tasks and targets you set. For example, Kailey’s targets* for each activity could be:

1.     Sell to four health food stores a week

2.     Conduct a five-hour demo in their store after they place their first order

3.     Post once a day on Instagram

Each of these activities should be further broken down. What will you say when you reach the owner of the health food store? When and how will you follow up? You are making assumptions. How long will it take to secure a sale from the retailer? On Instagram, what exactly will you post? When? How many followers do you aim to gain?

By providing details and measuring against them, you effectively create a process to follow. One thing is certain—when Kailey wakes up on Monday morning, she has specific tasks to accomplish for the week. She’ll achieve measurable results and can adjust both her activities and assumptions. It’s not an exact science, but she’s not winging it either.

Keep in mind that it’s best to have a strategy where you take action rather than waiting for things to happen. A website is not a marketing activity; how you drive traffic to that website is.

Do Less, Better

You only have so many hours in the day and limited resources. Becoming proficient in one social media app is far better than dabbling in many. I advise my clients to be the Queen of Instagram or the King of Facebook. Do less, but do it better.

There’s a misconception that entrepreneurs dwell in the land of possibilities. The most effective entrepreneurs I know don’t sit on the fence; they make clear choices and stick with them for a while. Yes, I understand it can be challenging to be selective. “What if I pick the wrong ones?” you ask. You’re not married to them. You can change your tactics or even your strategy.

However, you should not change your strategy too quickly. As a general rule, commit to an activity for at least three months before moving on. This only applies if you are actively engaged and receiving feedback. You don’t want to give up too soon.

You are systemizing your marketing. These detailed action items, executed over time, will yield results.

One thing you’ll start to notice: marketing can be boring when done right. Consistency is more important than a one-time creative campaign. Your best customers need to hear your simple, clear message repeatedly.

Side Benefit

One side benefit I observe from my clients when they implement this approach is that they feel a weight has been lifted off their shoulders. They aren’t constantly worried about missing out; they no longer feel compelled to chase trends, such as investing heavily in TikTok or SEO optimization, hoping to solve their problems with what I call the "savior marketing idea."

 Visibility Program, Intimacy Project

Kailey now has a much more sophisticated marketing plan and utilizes a wider array of social media platforms. This development took time.

Where you end up is not where you start.

Here’s another way to think about this. Plan on having a Visibility Program (strategy): put yourself out there with a targeted collection of activities that engage your best potential customers. Follow up with an Intimacy Project (marketing activities): for each activity, create a process to build deeper connections with your customers.

As Bert Jacob reinforced, “Marketing is not a one-time event… it’s an ongoing conversation with your audience.” 

This approach not only makes better business sense but is also much more fulfilling.

*Tactical targets are for illustration purposes only.