In an online landscape that moves at breakneck speed, many entrepreneurs and business leaders feel pressured to chase every new trend and algorithm. The result? Marketing fatigue and a strategy that feels scattered and unsustainable.
In a recent Women of Hong Kong community call, marketing strategist, Maja Howard, cut through the noise to remind our community that sustainable growth isn’t about keeping up with every new tactic and trend, but about mastering the fundamentals and building a business with authenticity at its core.
Key Insights: Building a Business That Lasts
The discussion moved beyond quick fixes to focus on strategic, enduring principles for growth. Here are the key takeaways for anyone looking to refine their marketing:
Authenticity Over Algorithms: The most powerful marketing asset is your unique voice and value proposition. Focus on genuine connection with your clients rather than trying to outsmart platform algorithms.
The Power of Community & Micro-Influencers: For new brands, especially in local markets, building relationships with micro-influencers and engaging deeply with your community is far more effective than aiming for viral fame.
Embrace the Marathon, Not the Sprint: Building a reputable online business is a long-term process. Impatience and over-planning can be your biggest obstacles. The key is to test, iterate, and learn from real-world feedback.
SEO is Everywhere: Search engine optimisation isn't just for Google. It's a critical skill for any platform with a search bar, including YouTube and Instagram. Understanding what your audience is searching for is a timeless advantage.
Smart Paid Advertising: Paid ads on Meta or Google can be effective, but only once your core messaging and target audience are well-defined. Avoid rushing into ad spend without a clear strategy.
Strategic Content Creation: Content should be a natural part of your business, not an overwhelming add-on. Repurpose and adapt content across platforms to work smarter, not harder.
Your Actionable Marketing Toolkit
The session provided clear, tactical advice for common entrepreneurial challenges:
On Pricing: Protect your brand's value and reconsider when you should offer discounts. Instead of slashing prices, create strategic packages that offer more comprehensive value, attracting better-quality clients.
On Affiliate Marketing: This can be a valuable channel, but manage it carefully. Avoid outsourcing to agencies until your own brand voice and audience are firmly established.
On Balancing Platforms: You do not need to be everywhere. Focus your energy on the one or two platforms where your ideal audience truly engages, and do them well.
A Supportive Framework for Growth
A recurring theme was the need for a more sustainable, human-centric approach to entrepreneurship and marketing. The session highlighted that much online marketing advice is male-centric and can lead to burnout. The alternative? Prioritise your mental health, manage your energy, and build a workflow that serves you and your business.
Continue Your Learning Journey
A special thank you to Maja for her invaluable guidance. If you’re ready to move beyond the hype and build a marketing strategy that is both effective and authentic, we invite you to take the next step.