You Can’t Copy Somebody Else’s Marketing Strategy

Table of Contents

• Introduction
• The Illusion of Replicable Success
• Marketing Isn’t an Exact Science
• The Pitfalls of Copying
• Develop a Strategy That Fits Your Business
• Further Reading

Introduction

When it comes to marketing, especially in the startup world, one common misstep founders make is assuming that what works for one business will automatically work for theirs. First-time founders typically fall into this trap, seeing people’s selective marketing success published on X or LinkedIn and then assuming they can accomplish the same strategy. As a founder or indie hacker, it’s tempting to look at successful businesses and think, “If I just replicate their marketing strategy, I’ll achieve the same results.” However, both experience and expert insights suggest otherwise. Just because a tactic worked for someone else—even a direct competitor—doesn’t guarantee it will work for you. There are a host of hidden factors that contribute to the success or failure of any marketing approach.

The Illusion of Replicable Success

Many first-time founders and indie hackers believe that they can mirror the marketing success of established brands by copying their strategies. And it’s understandable—seeing a tactic work for a competitor can make it tempting to apply it directly. But as Neil Patel emphasizes, there’s often a hidden “first-mover” advantage or a timing element that is difficult to replicate.

For instance, Neil shared how his company once implemented a “Sign in with Google” feature that dramatically increased conversions. Back then, users had fewer privacy concerns, and the convenience factor was a significant draw. Today, with heightened awareness about data privacy, forcing users to sign in with third-party accounts might actually deter them. What worked brilliantly years ago might not be effective now due to changing consumer attitudes.

Here is Neil Patel’s video if you want to watch it:

Marketing Isn’t an Exact Science

Startups, especially in tech, often follow “playbooks” put forth by so-called tech gurus who may have found success under very different circumstances. In reality, effective marketing requires a solid understanding of who your customers are and how they prefer to be engaged. When tech-gurus try to sell you on a one-size-fits-all strategy, remember that these approaches are often oversimplified. Each business’s audience, market conditions, and timing will influence its outcomes.

The Pitfalls of Copying

• Market Conditions Change: What was effective in the past may not be relevant today.
• Different Audiences: Your audience might have different needs and preferences.
• Algorithm Updates: Google, Meta, and Instagram for instance, regularly change how they work. For example, Google updates how it ranks websites, which can seriously affect your SEO strategy. Social media sites also tweak their algorithms, impacting how many people see your posts. A tactic that worked great yesterday might not be effective today because of these changes.

Develop a Strategy That Fits Your Business

Rather than attempting to replicate what others have done, focus on understanding your own business’s unique needs and challenges. Blindly copying someone else’s marketing tactics can lead to disappointment and wasted resources. Critically assess why a particular strategy worked for another company:

• Do they have a larger budget or more personnel?
• Are they a well-established brand while you’re just starting out?
• Is their target audience different from yours in significant ways?

Be realistic about your own circumstances. What works for a tech giant won’t necessarily work for a startup or indie hacker. Develop a marketing strategy that aligns with your specific goals, resources, and audience. This means investing time in market research, understanding your customers’ needs, and being honest about what you can achieve with the resources you have.

Remember, marketing is not a one-size-fits-all endeavor. It requires continuous testing, learning, and adapting. What doesn’t work initially might lead you to insights that shape a more effective approach. By focusing on your own path rather than imitating others, you increase your chances of finding strategies that truly resonate with your audience and drive success.

Further Reading

For more insights on tailoring your marketing efforts, check out my notes on Neil Patel and SEO Insights