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Not Using a Digital Marketing Strategy? Here’s Why You’re Missing Out

Not Using a Digital Marketing Strategy? Here’s Why You’re Missing Out

If you have an online business, and you reach out to customers online, then that means you have a digital marketing strategy, right? Well, not exactly. While any efforts you put in to get the word out about your products or services through internet-based platforms is online marketing, the simple use of these resources doesn’t mean you have a strategy.

Strategy involves planning, analysis, and even metrics. So, simply throwing out a few tweets doesn’t necessarily meet the criteria. And, if you are marketing online without a suitable strategy, you may be missing out on opportunities to grow your business.

Before you add another post or promote another link, here is why it is better to put those tasks aside in favor of creating an actual digital marketing strategy.

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Strategy Supports Focused Efforts

While the general goal of most businesses is to increase sales, often this idea is too broad when it comes to implementation. It doesn’t give you the opportunity to focus your efforts and could lead you to dedicate your time in the wrong direction.

By taking a moment to identify your goals, you can create a plan that makes those specific goals more achievable. For example, signing up to have your ad randomly displayed on other websites does increase your visibility. But, if those ads aren’t reaching the right people, the effort (and possibly money invested in ad placement) is wasted.

For example, if your business revolves around selling women’s clothing, you might not see a lot of benefits if your ads end up on sites dominated by male viewers, like certain technology or sports-oriented sites. While female viewers may also stop by these websites, the likelihood of the ad being presented to a male is higher.

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Instead of casting blindly into the world, it makes more sense to choose an ad service that reaches your target market.

Strategy Creates Cohesiveness                                                                         

If your company has more than just you involved in the decision-making process, creating a strategy ensures everyone is on the same page. Otherwise, you are dealing with a group of individuals who may all be working based on unique priorities. If everyone isn’t working together, then you aren’t getting the most out of your efforts.

Digital marketing strategies create a singular vision regarding company growth. This can help ensure funds are managed properly based on a primary goal, and it allows online activity to be driven by known priorities instead of by personal whims.

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Additionally, you lower the chance of duplicated efforts. For example, if you think a social media marketing campaign can help meet your goal, and a coworker has the same idea, then you both may be spending time and energy working on the exact same thing. Worse, you may be using the same platforms for two different purposes, creating mixed messages or conflicting brand images.

Strategy Promotes Organization

If you have a strategy, you can organize and schedule your efforts. Social media posts or ad campaigns can be released in a supportive manner, allowing each effort to build upon the last. Since you are able to create a full picture of the progress of a digital marketing campaign, you can make sure everything is set up to create optimal results.

Strategy Identifies Shortcomings

Sometimes, we don’t realize what we don’t know until we sit down and look at our strategy as a whole. Unguided digital marketing often results in people defaulting to the mechanisms with which they are the most comfortable, and not necessarily those that could produce the best returns on your investment.

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If you are working on a strategy and realize you aren’t reaching out in all of the ways you could, then you can create a plan for managing those shortcomings. For example, you might decide that working with a digital marketing agency is a smart investment, or you may choose to bring in a consultant to assist.

Often, it is hard to recognize the holes in your approach until you list everything you know and relate those points to your goals. And, by taking the time to do so, you can ensure your digital marketing strategy reaches your ideal market to improve brand awareness and increase sales.

In the end, you’ll develop a strong platform from which to work, and that makes any time spent developing your strategy a worthy investment.

Featured photo credit: https://pixabay.com/ via pixabay.com

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Published on November 2, 2020

How to Use Your Unconscious Mind to Get What You Want

How to Use Your Unconscious Mind to Get What You Want

I get my best ideas when I’m not trying—when I’m zoning out in the shower or taking my dog for a walk. Suddenly, something I’ve been racking my brain to figure out seems to just come to me. It may seem like magic, but it’s actually just my unconscious mind coming through for the win.

What Is Conscious Thought?

Let’s start by explaining what the unconscious mind is not. I want you to think about what your dream house would look like if money were no object. Then, think about where you were the first time you can remember feeling joy.

That voice in your head that was talking you through those two tasks is your conscious mind. Simply put, any thought process that you are aware of (conscious of) is part of your conscious mind. I’m using my conscious mind as I sit here and write this article.

One of the major brain centers for conscious thought is in your prefrontal cortex. This is on the outside of your brain behind your forehead. Some of the downsides of conscious thought are that it’s energetically taxing and finite. What I mean is, your conscious mind can only think one thing at a time, and it burns through a lot of glucose to do so.

Try to figure out the square root of 2400 while creating a grocery list. You can skip back and forth between those two tasks, but your conscious mind can’t wrestle with both simultaneously.

Also, think of a time when you were utilizing your conscious mind for an extended period. Maybe you were in classes all day or busy with a tough work task late into the night. You were probably exhausted after such intensive and extended conscious thought.

What Is the Unconscious Mind?

That’s why the unconscious mind is such a valuable resource. It isn’t energy taxing, and it is virtually limitless. Your unconscious mind could be trying to figure out thousands of problems right now.

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The downside is that you aren’t conscious of any of it until you are—until your unconscious thoughts make it into your consciousness.

That’s why it behooves us to figure out how to create the right environment for our unconscious minds to flourish.

System 1 and System 2 Thinking

Daniel Kahneman’s seminal book Thinking, Fast and Slow gives us another way to think about the difference between the unconscious and conscious minds. Kahneman describes two different modes of thought called System 1 and System 2.

System 1 is quick, emotional, and intuitive, while System 2 is slow, methodical, and logical. System 1 works in tandem with System 2.

For example, if you see someone looking at you, your System 1 might assume they are upset with you. Then, your System 2 takes over to process information and discern what might actually be going on at that moment.

Kahneman warns us that System 1 and System 2 are metaphors for how the mind works.[1] It would be an oversimplification to try to explain specific regions where System 1 and System 2 thinking takes place. However, System 1 and 2 is a powerful way of thinking about different modes of thinking. Kahneman calls System 1 automatic thinking and System 2 effortful.

The idea of focus is key here. In a famous experiment, participants were told to watch a video and count how many times people in the video passed a ball to each other. This required their System 2 thinking. However, the intense focus required for this experiment caused most people to miss the fact that while the people in the video were passing the ball, a person in a gorilla suit slowly made his way through the shot.

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How to Make Your Unconscious Mind Work For You

Focusing too intensely can cause us to miss details and solutions better suited to our unconscious mind. That’s why we sometimes have to stop and chill out, instead of forcing solutions.

Here are five ways to make your unconscious mind work for you.

1. Manage Stress

Your unconscious mind is not a big fan of you being stressed out, overworked, or overwhelmed. Managing stress is important if you want to be able to come up with those effortless “aha!” ideas.

Imagine that you’re under a strict work deadline. Your anxiety is compounded by the fact that you’re worried about losing your job and that your entire family relies on your income. This is an incredible amount of pressure that makes it tough for your unconscious mind to break through with that effortless creativity.

Think back to the video where the person in the gorilla suit sneaks through all the people passing the ball around. Most people are so focused on the task at hand that they don’t see the most interesting part of the video. Stress and pressure can lead to a kind of tunnel vision that works the same way. Our attention becomes so narrowly focused that we aren’t able to zoom out and connect the dots between broader patterns and ideas.

That’s why it’s crucial to find ways to manage stress. I recently spoke with humor engineer Drew Tarvin who explained the 4 R’s of managing stress.[2]

First, try to reduce stress by eliminating stressors from your life. This might mean finding a less stressful job or leaving earlier for work.

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Next, reframe the stresses that you can’t eliminate. Reframing isn’t pretending that your stress doesn’t exist; it’s trying to think differently and change your perspective about stressors that do exist. This might mean looking at the bright side or trying to see the bigger picture. If I don’t want to quit my stressful job, I can try to reframe by thinking more about the money I make or the times I feel fulfilled at work.

The third step is to relieve stress. This means finding ways to relax throughout the day. You might try meditating or watching funny cat videos on YouTube to clear your head and relieve your stress.

Finally, refresh. Find ways to take more extensive breaks where you completely de-stress. Pre-COVID, this might have meant taking a vacation to a beach somewhere. But now, you’ll have to get more creative as you find ways to put your phone down, forget about work, and come back completely refreshed.

2. Take Breaks

Part of stress management is taking breaks. But taking breaks is also an important part of tapping into your unconscious mind.

When I’m trying to figure out how to structure an article or put together ideas for a larger project, I schedule in time to completely put the project down. This allows my unconscious mind the freedom to come up with some truly novel solutions, and unlike conscious thought, it feels effortless.

This is that experience of the light bulb suddenly going on while you’re showering or driving to work. When you aren’t focused on anything in particular, your unconscious mind has the quiet it needs to bubble up to become conscious thought.

So, take breaks. One strategy is what’s called the Pomodoro Technique, which is when you stop to take a five-minute break after every 25 minutes of work. This allows you to recharge. Plus, by systematically easing your intense focus, you are giving your unconscious mind opportunities to come up with some truly novel ideas.

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3. Get Creative

The unconscious mind is great at effortlessly seeing patterns and finding interesting solutions, but for this to happen, it needs some inspiration. That means creating and consuming as much creativity as you can.

Pick up an artistic or creative hobby. Paint, write, build, or dance. It’s also helpful to consume creativity. Go to museums, read poetry, and walk in nature. Taking in creativity with your conscious mind will give your unconscious mind all the inspiration it needs to be able to do its thing.

4. Don’t Force It

The most crucial takeaway about the unconscious mind is that you can’t force it. You can struggle and strain all you want when you’re using your conscious mind, but the unconscious mind can only bubble to the surface when you aren’t trying so hard.

Think back to that phenomenon of having an aha moment while you’re showering or walking your dog. The unconscious mind is better able to break through when you aren’t focused so intensely on whatever it is you’re trying to solve.

So, relax and give yourself some time and space. That’s when your unconscious mind is most likely to breakthrough.

5. Play

Finally, don’t forget about the power of play. Play is inherently fun, and a playful mode of thinking allows your unconscious mind more of a chance to innovate. If you turn your task into a game, you’ll be more relaxed, have more fun, and collaborate better with your colleagues. That means you’ll be more likely to riff and get to a more creative “unconscious mind” solution.

You can also add play throughout your day to tap into this freer, less constrained kind of thinking. Turn your commute into a game, play hide and seek with your children, or join a local bowling league. This will help you get reacquainted with your childlike sense of joy, wonder, and curiosity—all key ingredients to nurturing and fostering your unconscious mind.

Final Thoughts

Dealing with and utilizing your unconscious mind is very different from doing so with your conscious mind. Tapping your unconscious mind is a technique that, when done right, can help you get what you want by untapping your potential.

Featured photo credit: Katerina Jerabkova via unsplash.com

Reference

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