When is the right time to start investing in a new marketing strategy?
If you are like I was two years ago, the answer is "When I need to". I no longer think that.
Now I think the right time to start investing in a new marketing strategy is several years before you need it. How do you know when you'll need it? You don't.
Which means that the right time to start investing in a new marketing strategy is always right now.
This is hard, because there is only so much time in the day.
This is hard, because you aren't even totally comfortable with the daily operation of your current strategy.
This is hard, because it means an upfront investment of time and energy, sometimes for years, before you start seeing any momentum.
This is hard, because there is always the voice in your head asking if you're crazy to be jumping in so many directions at once.
I've been thinking all this lately, as I've begun to wonder (not for the first time, and not uniquely) what instagram will be like in five years. Ten years. Where will the attention be? I certainly intend to be still hustling for a living, still carving spoons and teaching, but what on earth gives me confidence that things will be as they are now in even two years? Facebook is only 14 years old. Ten years ago, basically none of the other social media platforms existed. So while in the day-to-day, Instagram sure feels like where this spooncarving scene is playing out, that will almost certainly change. Four years ago there was much more going on with Facebook. For all I know there still is.
But another wrinkle is that where the spooncarving scene seems to be is not necessarily the most fruitful ground for me.
So in an effort to keep myself exploring, I'm pushing myself into a number of new spaces. First is was this blog, then the magazine, carving out a real, physical space. Then is was the Spooncarving Collective on an app called Mighty Networks, which we've turned into a lovely hub of spoon-related conversation. Oh yeah, and I wrote a book (face palm).
Along the way, I've dipped my toe into Twitter, Facebook, LinkedIn, Snapchat and Reddit. None stuck, in the sense that I didn't feel excited enough by the resources to warrant the time needed to monitor additional social media conversations.
Lately though, I've been feeling that same edginess, the wariness that comes from being allergic to having all my eggs in one basket. So I've been pushing into YouTube more, and today I just wrote my first article on Medium. I'll be revisiting LinkedIn with an idea, and probably start using Facebook for the Christmas tree farm this fall.
One final idea I'm pursuing is starting to teach on Skillshare. I haven't yet started, this is still in thought only, but I'm liking what I'm learning so far.
Does it seem like alot? Imagine this: in two years, Instagram will be different. Already I feel it in the rising percentage of sponsored posts I see. Will it die? I don't think so. Will attention drift elsewhere? Possibly. Will it be important to garner attention from many different sources as it will be harder to gain meaninful attention on Instagram? Almost certainly.
So recognizing all this, and recognizing that any alternative beyond just doubling down on Instagram is harder, recognizing all this, what are you going to do about it?
My blog has evolved into a series of short essays on the nature of entrepreneurship, craftsmanship, and their overlap. If either of these topics is something you think about, you will probably like this.