Slow marketing isn’t new. But it is something that doesn’t appear to be top of mind these days. And there are a number of reasons for that. With most of us constantly attached to technology, our day to day world moves at a never before seen pace.
We spend our waking hours bombarded with ads, articles, images and videos. And while this is the price you pay for technological growth and innovation, constantly functioning at 200 MPH can lead to missed opportunities and dropped balls.
So, just as you probably slowed down a little during the lazy hazy days of summer—as those days begin to wind down—pause for a second and consider slowing down your marketing as well.
Why Slow Marketing is Important
Don’t get me wrong: I’m not suggesting that your multi-tasking, balls-in-the-air pace is necessarily a bad thing. Those of you who are at the helm of your own small businesses know that all too well. Being constantly wheels-up, as it were, helps keep your company afloat and employees paid.
However, that fast pace can also result in errors: At best, grammatically incorrect social media content. At worst? Crucial client or customer issues being missed.
So, how do you stay up to date on all the bright new shiny objects out there in the digital marketing world? Yet still put the brakes on when needed to avoid missteps and customer, client, or marketing fails?
Slow Down and Smell the Roses
Opt to slow down periodically. This allows you to keep a close eye on the following important areas:
- Sharp focus on the customer/client.
- Sustainability and growth, both personally and on the business front.
- And keeping the bar high when it comes to ethics.
It’s definitely an organic concept, as it involves building and nurturing relationships—both within your organization and without—rather than just throwing out “limited time offers” in the hopes of currying interest.
While it’s true that those of us who work in social media and digital marketing talk about relationship building a lot, we do so because it works. And we also like to remind people how easy it is for relationship growth to fall to the wayside when we sprint through week after week.
The Final Word on Slow Marketing
Ann Handley from Marketing Profs has talked a lot about slow marketing, and has this to say on the subject: “…a slow marketing approach helps us strategically focus on what matters—in a way that, in the long term, accelerates growth. Do the slow slog now, in other words; put in the work, so that good stuff happens later. That way, we will sustain our programs, our companies, and ourselves.”
As I mentioned above, the lean towards slowing down a bit isn’t a new concept. And it definitely can have a healthy impact in many areas of our lives (yes, I’m guilty of always being on the go!). But specifically applying the slow movement to company building, employee satisfaction, and client or customer facing marketing strategies is also a positive.
It feels scary at first. And kind of feels counterintuitive in our manic, go-go-go world. So here’s a gentle nudge. While hyper-efficiency and all-the-balls-in-the-air can certainly motivate, slow and steady wins the race, every time.
So, have you made a conscious effort to slow things down a bit? How did that work for you? I would love your feedback.