Here's something I recognized about the business recently.
I've let all of my previous marketing efforts get lost in wonderland.
Meaning, I haven't been doing any kind of marketing efforts besides the minimum of posting on Pinterest or sending out links to articles in the weekly newsletter.
As a result, I know that the site has a ton of good content that is not being seen or used in the way that it could be, and once I realized that I didn't have the time nor the energy to devote myself to marketing, I delegated the task to R.
After a few days, she sent me a list of ideas for marketing that included everything from Twitter to PR releases and back to social media contests.
It was a succinct, but comprehensive list, and while looking over it, I realized that a few of her suggestions were good, but not necessarily in alignment with the brand that I had built thus far.
Then, I reviewed some work from H and suggested a few minor changes that would help the student navigate more easily and have a better experience while using one of our products, and then selectively chose a few article topic ideas that would be more useful for our readers.
It was then that I realized that my role had shifted from less of a "in the business" type worker to more of an "on the business" type contribution.
It occurred to me that I am now responsible for keeping everything that we produce "on brand".
So, the questions that I think I need to be asking myself now are:
- Is it what our readers need right now?
- Does this help our readers move forward in the directions they need to go?
- Does the design of this make it easy to understand and digest?
- Does this idea serve the overall mission or take away from it?
- What can I do to add the personality or flavor of The Iceberg Project to this?
- How can I optimize already existing items to grow with our readers?
That means that the little suggestions I make or the extra work that I ask my team to do (because of my lack of communication about what our brand consists of) IS important and IS relevant.
So that being said, how can I communicate better to my team what our brand consists of?
Here are my ideas:
- As I make suggestions, include why I am asking them to change these items or why I have edited certain areas of an article.
- Ask them their current perspective on what The Iceberg Project brand represents.
- Share with them my perspective or my vision for what The Iceberg Project represents.
- Have a team meeting with me, R, and H at least once a month so they can get to know each other and be more in sync.
- Delegate scheduling of content to R. Designate first meeting of month as a content meeting to discuss upcoming launches and promotions for appropriate content alignment.
Overall, I'm excited to be shifting into this new role and letting go of the reins a little bit more in the day-to-day operations.
It's scary, but I know that it ultimately serves the audience because I'll have more time to spend on research, development, and the language.
Plus, more free time to do what I am really good at makes me happier and that's good for me and for everyone around me.
Really, the more free time, the better, don't you think?