Quiet marketing
Finding balance in a fast-paced digital world of algorithms
Social media has felt like a jungle and an overwhelming circus for quite some time. Maybe because I was working for the past two years in brand marketing where social media was the go-to channel to market an idea, brand, product, or service. It still feels like the entire world is here to sell tools, content, and courses, but all I have is this need to walk away from it.
I'm finding myself asking this question more frequently these days: Is this still a platform for me? The storyteller in me needs a different outlet where I'm not dancing on TikTok, using trending audios, YELLING, selling, thinking in reels, turning my talents and hobbies into successful businesses, and monetizing every idea I get.
Navigating the constant noise and pressure to be visible can be overwhelming. Lately, I've been drawn to the concept of Quiet Marketing and have started applying it to my freelance work.
As someone who is endlessly curious, always chasing the next trend, and constantly soaking up new knowledge, my multi-disciplinary approach to life keeps me on my toes. So, when I discovered the notion of quiet marketing, it appealed hugely to me.
I've noticed that many of us, whether consumers or business owners, find it tough to always be online, consuming and creating content. I would like to share my key takeaways from reading "Quiet Marketing" by Danielle Gardner, who helps solopreneurs build successful businesses and create authentic online presence:
• Focus on discoverability over visibility: Let's face it—we just don't have the bandwidth to script the perfect TikTok, create Instagram reels, or create on-camera spontaneous stories without stumbling over our words. Instead of creating constant content like reels, aim to be discoverable. Create intentional, evergreen content that can be easily found in search results and provide real value to your audience.
• Look for the wisdom in your frustration: If something in your business is frustrating, there’s likely a valuable lesson there. Identify what’s bothering you and see how you can address it differently. Then, take proactive steps to make those changes.
• Practice tunnel vision: “Practicing tunnel vision is about doing whatever it is necessary to close yourself off from seeing other people’s content, messages, and offerings.” — Danielle Gardner. This means avoiding distractions from others' content and offers to help you stay true to your path and maintain clarity in your messaging. Unsubscribe or unfollow if necessary!
Being intentional about what I consume has unleashed my creativity and changed my approach to both work and life. Remember, your marketing strategy should reflect who you are. Shouting the loudest isn’t always the best way to attract customers. People are overwhelmed by constant advertising and it’s easy for brand messages to get lost.
It’s okay to ask, "Is this still the right platform for me?" or "Does this approach work for my business?" If not, explore other ways. Simplify, focus on evergreen content, and maybe try going back to basics this summer.
