The 3 best ways introverts can use marketing
The sun is beaming through your window. You’re sitting on the corner of your couch where the sun hits you perfectly. There’s a cozy blanket snuggled up by your feet and your sipping on your favorite cup of tea. Your home is quiet. You’ve managed to have these few moments alone, by yourself.
Raise your hand if that’s your ideal way to recharge yourself. And now raise your hand if everything you hear, read, and know about marketing makes you feel the opposite way?
I feel you. I am a true introvert. INFJ according to the Myers Briggs test and supposedly the rarest personality type. So much of what I constantly see, hear, and learn about marketing advice online—especially if you run your own business or if you’re the face of your business— is that it needs to be loud, it needs to be hyper, it needs to be a lot of videos on social media, and we all need to be super comfortable with eventually being on YouTube.
Even writing that gave me a little panic moment.
While I do certainly agree that it is noisy out there and getting the attention of the people we love working with maybe a bit more challenging, I want you to know that we don’t all need the same marketing strategy.
There’s a personality type that loves being on video, creating Reels, dancing on their IG stories, and being very social on social media 😉
And there’s the personality type that wants to crawl in a little hole and ask if one or two people want to join them in this little hole, where they’re going to talk about the things they love (P.S if you’re reading, I think this is you).
Well, I’m here to give you three marketing tips that every introvert will love. I see this strategy work time and time again (for extroverts too!) and I hope it goes to show that not all marketing is meant for everyone. Marketing is very personalized— it’s both a science and an art.
Get familiar with SEO best-practices
I know your eyes are about to glaze over but you don’t need to become the next SEO expert. Actually, it’s better if you don’t because you can hire someone on Fiverr but getting familiar with some of the best practices is an introvert’s best friend.
SEO stands for search engine optimization. Search engines like Google Chrome have a system they’ve put in place that looks at every single website and piece of content and determines whether they are “credible.”
This criterion is what determines what order you find your searches in. So, let’s say you type in “what are the 5 elements in Ayurveda.” That order of ranking of websites is not random. That order is based on SEO (in simple terms, I’m sure there’s so much more complexity to this!).
Bigger companies most likely will rank on the first page because they can hire all the SEO experts and have all the resources.
But to start off, know the keywords and phrases that people you love working with will search for. Sometimes keywords are called “search queries.”
Why is this important?
Because those keywords need to be sprinkled in your website. There’s a whole strategy around how to do this but for now, make a list of 5-10 keywords or things you think people search for when they are in need of your offerings.
You can also download a Chrome extension called Keywords Everywhere which can help with getting even more ideas.
And when you’re creating new content or writing a new blog for your website, consider the amount of white space you have. Bigger chunky paragraphs are actually not SEO-friendly.
Learn the pillars of inbound and email marketing
At the start of my journey with marketing when I worked at a mental health startup, this was one of the first things that made me gravitate toward marketing. It felt thoughtful and meaningful. As opposed to the infomercial style of sales and marketing.
This is the introvert’s dream because this means people come to you first. Then, you speak to the people that want to hear from you via email.
Hubspot has a really nice definition of inbound marketing,
“The inbound methodology is the method of growing your organization by building meaningful, lasting relationships with consumers, prospects, and customers. It’s about valuing and empowering these people to reach their goals at any stage in their journey with you.”
So how do you get people to come to you? As opposed to outbound where you might be sharing content that people don’t always want.
Well, you already learned one. Keywords or “search queries.” But there are so many creative ways to invite people to learn more about you.
You could have a free download on your website (aka a lead magnet). You can have a free class or session once a month where people get to know you. You can write on your blog about different topics that people search about within your expertise. You can have a strategy that has all of these.
The ways to matrix this aspect of your marketing are so fun and endless.
Get comfortable with copy and messaging
Unless you have a dedicated marketing and copywriting team, most likely you’re writing your own copy. And if you’re like me when I created my first yoga website back in 2014, you are typing a few words that resonate and describe what you do.
Maybe something that feels like a catchphrase. Mine, at the time, was “Bee You Yoga” which is catchy and cute. I would give my past-self some feedback on that.
This isn’t wrong. It’s important to convey yourself freely especially when you are the face of your business.
But again there is an art and a science to copywriting. Part of copywriting can take into account SEO best-practices and part of copywriting speaks exactly to the people you love working with. We don’t want to exclude people in our copy but we also don’t want to speak as if we serve everyone.
Messaging or the branding behind your words comes from a deep understanding of your mission, vision, and positioning or the value you add within your industry. And then from there, it’s much easier to craft headlines, taglines, and bio snippets for social media. Check out this workshop where I’ll offer all the guidelines on how to best go about this on your own.
It’s also much easier to craft longer pieces of content like your homepage copy and your about page.
Did you know that most of the “about” page copy is reversed in content? The about page copy needs to speak to the people you want to work with! Not so much about you and there’s a way to do this effortlessly.
Yes, Introverts can use marketing to their advantage!
The marketing game often feels like an extroverted world. I mean, a huge marketing platform is called social media. And while even as an introvert you might enjoy using those tools, it doesn’t need to be your only strategy. It can be used sparingly and thoughtfully while you create in other areas of your business.
Focus on what you love. Perhaps that’s writing, continuing to build your craft, talking one on one with your clients or customers. Craft your marketing around that, not around what other people in your industry are doing or even what you continue to read online.
Sometimes we get caught up in all the things, it happens to me too even as a marketing strategist, and we forget our original purpose in offering our gifts to the world. If you’re reading this I know your purpose is in helping and supporting others first. I trust that everything else—money, followers, new clients, whatever it is— will follow!