Marketing Mutiny

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Eli Trier

(2 mins 42 secs read)

I am so happy to be a part of this project because I believe that we all have an opportunity, with our businesses, to contribute to creating the world we want to live in - a better world for all of us. And that includes challenging the ‘norms’ when it comes to running and marketing our businesses, even if it sometimes feels like you’re throwing the rulebook out of the window. 

I have always led with my values in business. Because I run a micro business (i.e. it’s just me with a few freelance helpers), it’s incredibly important to me that I’m working with people whose values align with mine, so my working life is both joyful and fulfilling.

My top three values are as follows:

Connection and community

I firmly believe that we are stronger together. Non-transactional relationships, human-to-human connection, and gathering people together in community are at the heart of what I do. I believe that the more we can do to support and understand each other (especially people who are different from us) the better the world will be, and the more chance we have at creating a world free from prejudice.

Non-coercive marketing 

My general rule of thumb is this: if I have to manipulate a sale from you then I don’t want your money. Honest, clear, transparent sales and marketing practices are the only way, as far as I’m concerned.

Sustainability

By sustainability I mean that your business absolutely has to work for you, first and foremost, so that you can keep doing it without burning out. As a one person business you are your company’s number one asset, so taking care of yourself is paramount. Understanding energy management, building supportive systems, and keeping an eye on your cash flow are all key components to this.

The primary marketing strategy I use in my business, and the one I teach to my clients, is based on the framework of Connect-Nurture-Grow: connect with your people regularly and develop mutually beneficial relationships on a 1:1 basis, nurture and develop those relationships (I prefer to use email for this) over time, and finally, only perform activities to grow when it’s necessary to do so, and in proportion with your business model (for example, most of the service-based businesses I work with don’t need to be focusing their energies on building an audience of thousands - it’s more effective to use their resources elsewhere).

This strategy is heavily influenced by my values of human-to-human connection and community, and that of running a business that is sustainable for me and suits my individual needs. It’s important to me that I know the people I’m talking to, as I feel this not only makes me a better marketer, but is also far more enjoyable! It’s also absolutely critical, as someone with both physical and mental health issues, that I keep my business lean and energy efficient, so I can deliver my best work without burning out.

Eli's question to you:

The question I would like to leave you with is this: Is your marketing strategy fit for purpose? Or are you just doing things because you feel you should (posting on social media is a prime example of this, so is growth for the sake of growth)? I encourage you to take a look at where your clients and customers are actually coming from, next to where you’re spending the bulk of your resources (time, money, energy, etc). If those two things don’t line up then it’s time to reevaluate.

Join the conversation!

Find out what today's contribution has sparked and share your own experience, thoughts and questions by heading over here to join in the discussion.

Who is Eli? Eli Trier lives in the wonderful city of Copenhagen, Denmark and is a marketing consultant for Quiet Revolutionaries. She helps introverts with big dreams to get connected and build thriving, engaged communities around their businesses, so that they can make a massive impact, find their dream clients, and make their corner of the world a better place. A long-time business owner, Eli knows first-hand the power of human connection to build a business, and her unique approach got her featured in The FT Guide to Business Networking. She specializes in introvert-friendly, sustainable marketing techniques, including her unique Connect-Nurture-Grow method for creating abundant and engaged communities.

When she's not working you can find her curled up with a book, painting, or hanging out with her husband Lars.

Find Eli Online: Instagram - Website - LinkedIn

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