The ‘Be Everywhere’ Strategy: A winning formula for just-launched startups or a simple way to screw things up?

“Win the battles you are in before you take on new battles”

– Mark Cuban

Life After Launch

Ever heard of the ‘self-selling product’ narrative?

Come on, you know the drill – creating a great product and letting it sell itself!

As we established in an older post, this line of thinking is an almost guaranteed way to go out of business.

Yep. No matter how good your product is, getting customers through the door won’t happen by magic but…

…will require some good, old-fashioned marketing.

Which brings us to today’s subject – the ‘be everywhere’ strategy!

What’s that about?

Simply put, is the idea that when starting out, you absolutely have to put yourself out there and spread the marketing message across ALL the marketing channels that are available to you.

That’s right, we need to let our people know we exist by:

– Creating accounts (and be active) on all the major social media outlets

– Blogging, vlogging, and podcasting

– Publishing ebooks

– Spamming the universe (via email)

– Doing SEO

– Going to events/conferences/meetups

– Jumping into paid advertising

– Getting into webinars

– Putting together a referral program

– Reaching out to influencers

And MUCH more…

But what’s the logic behind this strategy?

Well, according to the “be everywhere” supporters it boils down to these two factors:

Factor #1: Diversification

If you’re anything like me, you’ve probably been advised to ‘never put all of your eggs in one basket’ multiple times.

And I bet quite a few of you probably thought: ‘that’s sound advice.’ – after all, in business as in life, sh*t happens and having a single point of failure is very dangerous.

How is that translated into startup marketing?

No guesses here; the conventional logic suggests that by spreading ‘your marketing eggs’ around, not only do you avoid relying exclusively on one marketing channel (and mitigating the risk if something goes wrong with it) but…

… it also provides you the opportunity to “throw everything at the wall and see what sticks” rather than picking winners based on guestimates.

Factor #2: Expanding Reach

Want to broaden your market reach?

Don’t think twice – be everywhere!

Yep. More marketing channels = more visibility for your business (or at least that’s what the claim is).

After all, casting a wider net always catches more fishes, right?

WRONG!

2 Ways Why the Be-Everywhere Strategy Leads You Nowhere

Yes my friends, the “Be Everywhere” Strategy not only is NOT a winning formula for just-launched startups, but in fact is a perfect way to slash the odds of ever making it.

Why do I say that?

Reason #1: There is simply not enough time to do it all

I know, shocker!

Just think for a moment – you’re just starting out as a one-man band (or at best have a small group  of people either as part of your team or as contractors) and it’s expected from you not only to be on top of everything operations-wise but…

… also keep up with a sh*t-load of marketing activities in multiple marketing channels.

Ludicrous, right?

But what if you could have a sustainable ROI in each one of them, hence have the capacity of hiring more people?

Well, that is unlikely to happen…

Why?

Reason #2: You’re spreading yourself too thin

And I bet for most this doesn’t come as a surprise.

After all, it doesn’t take a rocket scientist to see why pulling yourself in so many different directions can sabotage your efforts.

Yeah, each marketing channel has a learning curve and unless you absolutely zoom in, put in the time, and learn through trial and error the ins and out of that channel, cracking it is rather doubtful.

Obvious, right?

Well, it might seem this way but unfortunately, in reality, many do exactly the opposite and fall into the “be everywhere” rabbit hole.

As Marie Wiese rightly points out; “Too many companies are getting lost in a sea of options—but it’s simply not possible to be everywhere and do it all well.” 

Especially when you’re starting out, I’d add.

The alternative?

Mono channel marketing

Yep – limit yourself to just one marketing channel at a time.

That’s right, just ONE.

There, I said it!

And pointless to say, once you absolutely master it, you can always try to add another one into the mix.

But which should be the one?

Well, that would be highly dependent on the type of business you’re in, the audience you’re going after, and last but not the least your personal skillset.

In either case, don’t overthink it, check out the menu, pick the channel that makes more sense to you, and go for it, because unless you start running tests, it’s difficult to tell which is going to work out and which won’t.

With that said, let’s wrap up this post with today’s key takeaways

Today’s Key Takeaways

– Getting customers through the door won’t happen by magic

– Trying to be everywhere at once is an exercise in futility

– Win the battles you’re in before you take on new battles

***

Ok guys, that’s all from me for today.

If you enjoyed today’s post, check out my kindle book, The Aspiring Entrepreneur Entry Strategy: A practical Step-by-step guide for finding a validated, winning business idea that stays true to who you are, that is currently available at Amazon.

I hope to see you soon.

Best,

Andreas

 “Winning is a habit. Unfortunately, so is losing”

-Vince Lombardi

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