Slow marketing, what is it & why does it matter?
The beautiful approach to marketing that focuses on intentionality and sustainability over a fast-paced hustle culture mentality. Or as I like to call it- Mellow Marketing.
Slow (Mellow) Marketing is seen as a softer approach to marketing your brand; it is the process of creating a sanctuary, a home for your audience and to be able to build lasting, meaningful relationships with those that find your content. Having a mellow approach to marketing is where you create a pleasant and knowledgable experience for clients by showcasing your insights in a way that connects and engages over the long term.
So the question I ask myself is, does my digital space feel like a safe space for those that find it? Does my content connect with people? Is there meaning to what is shared?
Having this softer approach to marketing is one that is more sustainable and intentional than seeking to meet a trend or go viral. It means you don’t have to rely on one social platform for success, you don’t need to have 10k followers to connect and work with your dream clients and you don’t have to strive to achieve your business goals.
You get to intentionally connect, sustainably promote and professionally provide.
So lets look at how to achieve this concept on mellow marketing and what that could look like for your business.
Connect & Build Trust
First things first, you need to connect with your audience. Not just posting and sharing aimlessly but share your story, talk about why you do what you do and what it means for you to work in your industry. Let people see the face behind your brand and when they do it creates a deeper level of connection and enables trust to be built. Relationships start to develop and friendships are made through mutual understanding or by helping meet their need.
Establish how you want to market yourself
Secondly you need to decide what your preferred way of connecting actually is. It doesn’t have to be just one thing but you could have quick discovery through Instagram or Tiktok and then a long term strategy of connection through Pinterest or a Blog. Whichever way you see fit for your business, its essential that you use a combined method of connection and reach to your target audience so that you no only achieve quick gains but have a sustainable process in place to have continued success and interactions with clients for months and years to come.
Personally I believe Pinterest to be the most amazing tool to bridge that gap between short term gains through social media and the ability to get discovered long term online. For traction to be gained on Pinterest you don’t need a huge following but it requires consistent, intentional and strategic content planned and scheduled across this visual search engine for success. Once Pinterest is set up and managed correctly, it ends up working in the background for you. You start to appear in searches that far out lasts other platforms as it is based on relevancy and not recency.
Authenticity
Last but not least, you have to show up authentically. Show up when you have the answers and when you don’t. Every small business owner is on a journey and should always be learning as they go. With that means starting without having all of the answers, being okay with the mess of new beginnings and trusting in your ability to do what you are passionate about. It’s leading with authenticity that breeds integrity and builds upon the trust you have been building with your audience.
So just remember the reason behind why you started, show up again and press forward into all that is possible for you and your business.
This way of marketing your brand online is to intentionally and authentically show up as well as seeking to follow sustainable strategies to build a brand lasting for years to come.
Let’s change the tides of marketing towards a slow, gentle and engaging approach to connect with others<3
