Painkiller or Vitamin... and why you need both!
In the marketing world, offers fall in these two buckets:
Painkiller (S.O.S. make this pain stop now!)
Vitamin (the compound effect of taking a positive action over time)
Lacing up your Nikes every damn day (even when you don't want to) to train for a 5k... that's a vitamin.
The vitamin: You get what you put in. It compounds over time.
Tell me about the painkillers, Christina.
Painkillers stop the bleeding! Numb the pain! Quick results!
Disaster relief fundraiser? Painkiller.
Annual gala? Vitamin.
Vitamin = sustainability
Painkiller = urgency
👉 Here's the thing: You need both.
Especially in a noisy online world. Both are needed to get your audience's attention.
But, if your org is a constant mix of painkiller strategies, you're likely to feel frantic and burned out.
If your org is solely running on vitamin-strategies, you may be struggling to get your audience to take action NOW.
That's why both strategies are important to the mix.
A nonstop flight from New York to L.A. in 6 hours = Painkiller
A week-long cross-country roadtrip to L.A. = Vitamin (I did this roadtrip with my bestie years back, pre-iphone era with only a Case Logic binder full of CDs to keep us going!🙀 We took the Southern Route, stopping at the Grand Canyon, sleepy towns in New Mexico, surf communities in southern California. Total vitamin... totally worth it!)
Influencer marketing is a vitamin-strategy. You start your initial partnerships like dating. It takes a bit of up-front time to find a match. You build a small-but-mighty roster of influencers aligned with your org, championing your brand... and increasing your sustainability.
The payoff of committing to this strategy is HUGE.
Here's why.
You do the upfront-work to attract influencers to work with your org, and then, when you have an SOS moment with a campaign, online fundraiser, or any big announcement, your partners can become your painkillers. They swoop in to the rescue.
Because you created long-term partnerships, those vocal champions are there when you need them!
Voila!
👉 When you take your vitamins... you create systems + partnerships that become shelf-stable painkillers when you need them!
Wanna get down to the nitty-gritty on how to do this? I'm teaching an Influencer Marketing workshop next month (there will be a replay) - if you want to join and get hands-on coaching about how to do this for your org, grab your spot here.
I'm curious: if this painkiller-vitamin method has resonated with you, comment below and let me know which strategy you feel like you currently do and which one you need to do more of!