Authored by Guest Blogger, Carrie Majewski

A few years ago, I decided to subscribe to a life of mindful intentionality. In other words, ensuring there is specific purpose and greater meaning behind the decisions I make.

At the simplest of levels, this has meant embracing a lifestyle that has me in bed by 9 and up by 6 because that rhythm allows me to maximize the hours I am at my best. At a more serious level, it has meant taking great risks within my career; from starting my own company, the Women in Leadership Nexus, to deliberately balking at the corporate ladder every chance I get. I believe that with a precise blend of humility and confidence, we can often spot a different path for ourselves.

In short, this notion of “mindful intentionality” means that I don’t do something just because it’s a fad, because everyone else is or because that’s the way it’s supposed to be. Alternatively, I make sure everything I choose to do serves greater purpose, connects to something larger than a single moment in time, and will move me forward.

In marketing, this mentality seems to get challenged every day, driven by the speed with which the “latest marketing hack” pops up. Think of your own world for a moment…remember when SEO was the single most important thing you had to get behind? Does anyone even talk about SEO anymore? Or what about more recently, with marketing luminaries urging you to abandon white papers and webinars in favor of podcasts and infographics? What if your existing customers love scouring your monthly white paper? It seems every day, there is a new tactic we must adopt or else be left behind.

Social Media—Anything but Intentional

As a marketing leader for the past five years (and former director of a content marketing agency) I see this willingness to conform to the latest and greatest tactics, especially across the social media landscape. With a seemingly infinite number of social channels popping up daily—from Snapchat to Instagram to Vine—we can be tempted to say “yes” almost immediately, ever before really considering if the platform will prove effective for our industry and target audience.

When I started the Women in Leadership Nexus—a membership-based organization uniting women who believe title and hierarchy do not define a leader—I knew there were three platforms I would leverage:

  1. Facebook
  2. LinkedIn
  3. Twitter

Here’s why…

  • The age range of my members is 30-55. American adults between the ages of 25 and 54 make up over 70 percent of Facebook users. Facebook….check.
  • Most of the women are C-level executives, VPs and Directors. Their professional online world is LinkedIn; you don’t have to teach this group about the importance of the platform and consuming content across it. LinkedIn…check.
  • A quick check on Twitter revealed that a good 50% of my existing members have Twitter accounts. Logic then would hold that a good swath of potential new prospects are also on Twitter, which would allow me to accelerate prospecting efforts. Twitter…check.

Platforms I will not leverage, despite the “trends”:

  • Instagram
  • Pinterest
  • YouTube
  • Vine
  • Google+

… at least not until I can validate that existing and potential members spend time on these platforms, consume information across them, and desire the Nexus to be on them.

Choosing Your Platforms

When determining which social media tools make sense for your company, consider the following:

  • Where Your Audience is: Though market research may tell you there are 100 million Snapchat users, they may not be your ideal market. Perform a buyer persona exercise that includes a deep assessment into your existing and target customers’ social habits. Go where they are, ignore the rest.
  • How the Platform Supports Your Brand: If you are a lifestyle-oriented brand, visually-driven platforms will make sense for your company. In fact, your ability to succeed hinges on the emotional triggers that result from your pictures. When pinpointing platforms, determine how they would enhance your brand messaging rather than create excessive noise.
  • Bandwidth and Expertise: Whether you are a startup or a well-established enterprise, you must account for two potential hiccups: lack of bandwidth and expertise. These can cause your desired social efforts to come to a screeching halt. Instead of trying to be everywhere superficially, try to be one place very strongly and intentionally (see, there’s the word again!). Depending on your resources and skill sets, expand from there.

It’s not always easy to say “no” to something, especially when hype, buzz and peers suggest otherwise. But if you apply your marketing decisions against a lens of “mindful intentionality,” you’ll likely say “no” to more distractions and “yes” to more purpose-driven, fruitful marketing pursuits.

carrie headshotCarrie Majewski is committed to affecting change. As Founder of the Women in Leadership Nexus, Carrie is fueled by a desire to create safe space for female luminaries to convene to redefine the notion of leadership. She has forged a career around strategic writing and storytelling, having led a digital marketing agency for almost three years and today working as Marketing Principal for Trilix Tech. Carrie is a 2017 Rhode Island “40 Under 40” honoree and a 2016 Rhode Island Tech10 Winner. In her spare time you’ll find her trying out a local hip-hop class, exploring parks with her rescue dog Tori, and sipping coffee with other powerhouse women.

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