Why I Fell for Shiny Marketing (And What I Learned)
I'm a Fractional Marketing Director who builds marketing engines for female founders in financial services, so I should know better. But this week, even I was the victim of shiny marketing that sent me spiralling into impostor syndrome.
I saw another marketer online in a very similar niche. Her Instagram was very slick, on trend, and shiny. I was instantly impressed. And then suddenly, I felt very inadequate. My content wasn't good enough. My services weren't hitting. And all those ideas I have but haven't executed yet were laughing at me in their WIP folder.
Because when you're a solo founder, it's always a toss between having the work and being busy. And not having the work and working on your business, but wanting the work.
After some digging, and this is no hate to this founder, I realised her Instagram was very well put together and her digital downloads were shiny, but she didn't have half the experience I have. I've got qualifications, certificates, a degree, a career as a Senior Proposition Marketing, 10+ years in major financial services companies launching big things, and I've built my business. What I offer, and maybe don't shout about enough, is the Marketing Director-level insights and expertise I bring to the table.
I'm not just supplying all my clients with the same templates each month. I'm working in their business every month. They're getting bespoke and tailored content because I know their unique challenges, audiences, goals, their best messaging, and I know how to translate that into social-friendly content that makes a difference. Each month, I dive into the data to find out what has hit and what maybe missed and how we take all that insight and build on the results we're already making.
I'm not just making things look pretty on the surface. I'm getting my clients to get comfortable with their unique POVs so they can show up and share values and personality online to set them apart and build solid know, like and trust, which is what you need when you're working with people's big money decisions.
And the results? They're seeing consistent MoM growth in impressions, engagement, relevant following and enquiries. All while getting more time back each month to focus on their clients.
The lesson here?
Comparison is the thief of joy. Everyone's business journey looks different, and they're all valid and hats off to anyone who makes the jump in the first place.
Your marketing is a powerful af tool. How you show up online makes people feel things. Big things. And it might not always be positive as in my case.
So make sure you're conveying the right messages to the people who matter to your business.
If you want my expert eyes and insights on your business, find out how we can work together right now.
