5 tips for creators who are new to online marketing from Mallory Rowan

Your creator journey is a long one, and you might feel a little overwhelmed at times. But always remember that other creators have been right where you are. And luckily, they’ve got tips to share about the lessons they’ve learned along the way. Mallory Rowan started her first business nearly eight years ago while she was still attending university. For that business venture, she primarily used social media as her only marketing tool. But soon she burnt out, working full time, completing school, and competing in powerlifting competitions, so she had to take a step back.

“From there on, I really just looked at what things were working really well, what approaches did I have to get rid of, and then that really changed how I approach my business,” she said.

“And marketing has always been my first love. So then I kind of started helping other business owners build in a way that was sustainable, so that they didn’t have to go through the burnout that I went through, and also finding the marketing practices that feel really good to them,” Mallory told Teachable. With all of those experiences she’s now built a successful school on Teachable, offers consulting services, and is a successful entrepreneur with a thriving business.

5 tips for creators who are new to online marketing

Try a lot, choose what works

“It’s okay to try a lot of the things but then quickly recognize which things are resonating with you,” Mallory said. There are benefits to trying different forms of social media and waiting to see which ones help you best connect with your audience. When you’re just starting out, you’ll want to pay close attention to feedback you’re getting. “Early on, there’s not a lot of numbers to go off of. It’s more going to be that feeling of: Are there customers sliding into my DMs? Do I feel like I’m actually connecting with the right people?” Mallory said.

Listen to your heart and follow your strengths

Part of choosing the right platforms for you means listening to your heart and going with your strengths as well, she explained. For example, TikTok is a space where some creators find a lot of success. But it takes a lot of commitment and is a hard one for those who might be hesitant to be on camera or don’t have the time to post several times a day.

“It might be more effective for you to take something like Pinterest where you feel a lot more comfortable making these bite-sized moments. So really looking at, where am I strongest? And then when I am putting myself out there, where am I seeing the results?” she said.

She also emphasized that it’s okay to turn away from those platforms that don’t work best for you to spend more time on those platforms where you see a lot of success.

Don’t fall into the 24/7 trap, focus on consistency

Another difficulty some creators face when starting out is falling into the trap of thinking they need to post 24/7 in order for their social media marketing to be effective. Social media and marketing never stop, but in order to not burn out, creators have to set boundaries for themselves.

“So I think that’s a big one, people over commit and think, ‘Okay, I have to show up every day.’ And then they do that for four days. And then you don’t see them for like three months,” she said. Posting all the time just isn’t a realistic approach for most people, so finding the right timing that works for you is more important than trying to post 24/7 and not meeting that expectation.

Be consistent

Just as you don’t need to post 24/7 you probably shouldn’t just post willy nilly either. Create a schedule for yourself and stick to it. “I always say, when people say consistency, people often confuse that with frequency,” she said.

“So your consistency can be showing up once a week in an email. But you’re consistently showing up once a week, right? For someone else, that consistency might be three times a day on TikTok. But it’s also okay if your consistency is two Instagram posts a month. But that’s what you can commit to. And that’s what your audience can learn to expect from you,” Mallory said.

Create your own path instead of following someone else’s

Lastly, keep in mind that when it comes to social media and marketing, it’s not a one-size fits all approach. Another common pitfall some people fall into? “Looking at somebody else’s path or approach and thinking that’s the only way to do it and either doing something that’s really unaligned for you, or something that’s just really not going to work for you,” said Mallory.

The reason being that certain things work for some people while other tactics work for others. Plus, different creators are at different points in their journey, even if they’re in the same industry.

“Maybe they’re a full-time creator, and you have a side hustle. You just don’t have the same hours,” Mallory said. Modeling your approach off of someone who is able to create as their full-time job just wouldn’t work for you. Essentially, don’t get caught up thinking there’s only one right way to do it. Because there are endless opportunities for you, and doing it your way will help you create an authentic online presence.

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