Don't Be So One Dimensional

I’ll Have The Usual, Please

When I waltz in through the front door of Aloha Kitchen, a go to place near my office, I like that they know my order. NO…I love ❤️it!

I'm the first to admit, I can eat teriyaki chicken and rice every single day for lunch.

Yes, I am completely one dimensional when it comes to food. In fact, I can eat the same thing for months on end and not be bored. Part of this is because I like routine, but it’s also because I don’t like using brain power to think about things like lunch. It’s just easy.

One Dimensional Danger

Being one dimensional has its advantages, but in the marketing space it can be disastrous. It could kill your business. You don't ever want to be like Flat Stanley.

You need dimension in your marketing, not just one dimension, three dimensions or more.

Today, there are lots of *insert emotionally-weighted air quotes here* Facebook marketing specialists who were something else entirely yesterday. They took a course and overnight became Facebook marketers. But, the truth is that you can’t become a specialist or expert overnight.

When these one-night wonders have the balls to call themselves agencies, that’s really scary. Because, businesses are putting their fate in the hands of someone who didn’t even get a learner’s permit before taking a Lamborghini out on a race track.

These marketers are really Flat Stanley in disguise. They're one dimensional. Take them off of the platform, or God forbid their ad account or business manager get shut down. When that happens they are a pHd with a big “uck” in the middle. Get it? Basically, they’re screwed.

When these one-night wonders have the balls to call themselves agencies, that’s really scary.

No matter what business you’re in, whether it’s consumer goods, services, education, food…whatever it is, if you want to serve your customers YOU have to be multi-dimensional. And, what I’m really getting at is that you CANNOT rely just on Facebook. Don’t make the mistake of those “Facebook marketing specialists” and put all of your proverbial eggs in one basket.

Why? Because it’s rented property and it won’t work forever the way it works now.

Your business NEEDS you to go multi-platform if it’s going to grow, thrive, or just NOT DIE in the coming years.

That means YOU need to learn about the other platforms that exist, and (this part is important) you need to become a practitioner of them.

Let me explain what that means:

It doesn't mean you take a course and spend $3,000 to get a digital certificate and warm fuzzies. It means you USE the platforms. You download the app, login, start playing with it to see how people are REALLY using it.

It means you try posting things. A lot of things. And you pay attention to what works. Some stuff will never work, some will be hit and miss, some will net consistent wins. Keep trying, keep experimenting, keep learning.

Eventually, if the platform is ready for it, you’ll put some budget dollars behind a campaign and test things that way. You can then amplify the stuff that works.

And as all of this is happening, you’re growing your brand presence, growing awareness about your company and what you offer. Which is NEVER a bad thing.

This is how you grow your business in a healthy, sustainable way.

Keep trying, keep experimenting, keep learning.

When I talk about different platforms in my content I'm not just speaking out of my butt…or with the power of a B.S. digital certificate behind me.

I'm a practitioner on these platforms. Am I an expert? Hell no.

But I AM a practitioner, and I work at them daily. And I’m stronger at some than others. I can Facebook and LinkedIn with the best of them. TikTok is…not my strongest platform. But that’s when I call on my 14 year old daughter Sydney for help. She is an expert in that platform. But, she's one dimensional too. She has no idea how to use any other platform. She's a TikToker. It’s her native social media language.

Whether you’re marketing for yourself, or on behalf of clients, you won’t survive if you’re a one-dimensional player. There’s so much happening out there besides Facebook. LinkedIn, Instagram, TikTok, Snapchat, Google Ads, YouTube videos…the options are wide and ever widening.

I know it can feel like an un-winnable battle to learn and master all of these platforms, but here’s the secret: you don’t need to master any of them. You just have to practice them.

If this sounds like a nice idea that you might come back to next year…there’s something you should know. If you stay on that one lane road named Facebook, eventually there’s gonna be a crash and everyone on that road will be stuck, or dead.

So, are you staying on the one lane road…or taking the on ramp to a freeway of multidimensional marketing?