We've all been there with our businesses: We're not entirely sure where we're going, so we end up not going anywhere. Especially when it comes to marketing.
I totally get it. It's paralyzing. But there is something I always have to remind myself.
Nothing is permanent.
I have a client who is stuck with her marketing and she's not the first of my clients to experience this. Actually, I was probably the first one, but let's not go there right now.
Scary words like "branding" and "message" and "mission statement" are circling around like sharks. So, she feels like she can't move.
Just keep swimming
Here's the thing about business - especially marketing: NOTHING IS PERMANENT. What you have on your website CAN CHANGE. Not only that...it should. Your message will evolve along with your business and if that doesn't happen, if you're not changing a few things every now and then, you're probably not bringing in the business you you're looking for.
There's a quote out there that for the life of me I can't find (if you see it, please leave it in the comments somewhere) that says something like, "We're not marketing to businesses. We're marketing to humans."
So, what's more "human" than evolution?
The BEST THING about living in this digital world is that you can change almost anything without paying a fortune. In other words, get a website up that you like the look of and then let the content evolve (and frankly the look of the website should change every few years, too).
You're not signing a proof like we used to do in the old days for thousands of dollars worth of printed material that can't be changed. NO! It's digital! It can all be changed with the click of a button.
The truth is, as you get deeper and deeper into your business, your message should be changing. You should constantly learn new things and be so inspired by the things you're learning that you want to change parts of your message.
You just have to start somewhere.
I love working with clients who aren't quite sure of their marketing message and are open to experimenting a little bit. If I talked to someone during an initial meeting who said, "This is my business and it's been this way for 20 years and I don't want to change a thing"...that person probably wouldn't be my ideal client.
A lot of marketing, messaging, and branding is throwing things out into the world to see if they stick. If someone says to you, "I really loved what you wrote in that blog" that's awesome. But if someone says to you, "I don't understand the philosophy you have on your website" then let's work on it. Let's improve it. And let's understand that it's an EASY FIX.
Check in on your marketing and branding
Say to yourself, "Where am I now? What am I passionate about? What do I want people to know?" and write it down. Don't beat yourself up. Don't ask, "What if no one likes what I'm saying?" Don't think that once this it's up, THAT'S IT. It's never coming down.
Then do a check every once in a while. Look at your website and content like you're the client you're trying to attract. Are you saying what you need to say? Would it feel welcoming to your ideal client? And make changes as you need to.
The bottom line is that you have to start somewhere. Just keep in mind that in this digital age, small modifications have never been easier to make!