Anything that gets you in front of the right people at the right time, with the right message that connects with them and they are in a position to take action, is good marketing (in the world of business according to me).
For me, it's also about being consistent—consistent in your message and your communications.
It's better to repeat yourself than chop and change every two minutes. That is NOT permission to use the same headline or copy that might not be working for months on end; instead, be clear on your core message (your Thing) and try out different ways to communicate it.
But don't always think of marketing in the "I tell you what I do and ask if you want it" vein. So yes—emails, speaking, ads, social media, articles, exhibitions—any way you can 'get in front of people' are, of course, marketing. But what about the other stuff?
There are other ways to do your marketing:
- Make friends: Find connectors and influencers in your market and establish relationships with people who work with ideal clients of yours already. Having a coffee counts as marketing if it gets you connected to a new network and market
- Make calls: Speak to people—counts as marketing
- Make a stand: Have a cause—get known for it
- Be yourself and do what you want: A lot to be said for this. Sometimes harder than it sounds, but just be you—all the time, everywhere. Yes I am that person who talks to people EVERYWHERE. Don't ever be next to me in a queue for anything :)
- Take time out: Your best marketing comes when you take time out to create space to let those new ideas come in...
- Be bold: Ask for help, request a meeting, connect with someone who you don't know, write that letter, show up at an event without knowing who you'll meet there
Whatever you do - Keep it simple: Stick to your 'media Thing'—only market how you like to market. Stick to your marketing knitting and get brilliant at it. Your light shines brighter in a focused beam.
Want to talk more about this?