Shannan Hearne

Shannan Hearne

I have been providing internet marketing services to a variety of clients for the last fourteen years through my company, Success Promotions.  My professional career has seen plenty of changes not only in the internet itself, but in the economy.  One thing I’ve learned through the school of hard knocks that I would certainly pass on to budding entrepreneurs is that you have to be your own change architect.

An ongoing willingness and aptitude for seeing and adapting to market changes is an absolute necessity for the longevity of your business.

The services that I offered clients 14 years ago are primarily performed in-house now.  What was considered “black-hat” and “rocket science” even five years ago is now either common online marketing procedure or obsolete.

I initially approached my business from the comfort of my own niche.  I was a work at home mom so I gravitated towards clients who were also work at home moms.  This was useful in building my brand and discovering what did and didn’t work for me.  But post 9/11’s economy sent many work at home moms back to work in corporate America which left me holding the proverbial bag.  I had to make some quick changes to my own business plan to survive the tough economic times.  Now I focus on multiple niches, and make sure that my client base is spread out across more than just a couple of industries.

For the last two years I have primarily worked with real estate investor coaches and mentors.  But today’s real estate market has scared many potential investors away so those clients don’t have as many students as they did 12 or 18 months ago.  Once again, I’ve had to re-invent myself.  Taking my knowledge and experience from my most recent reincarnation, I have moved towards working with other professional speakers and educators in a broader spectrum of topics and industries so that regardless of what may come, I still have clients to work with.

Finally, don’t see your entrepreneurial career as etched in stone.  Be flexible.  Fourteen years ago if I had said I was going to be a social media marketing professional people would have laughed and had no idea what I meant.  But today, that is a large chunk of the service that I provide to clients.  For that matter, if twenty years ago I had said I wanted to be a marketing services provider when I grew up, it wouldn’t even have encompassed the internet at all.

By recognizing my own passion (marketing) and adapting my passion to the current economic conditions and mainstream as well as cutting edge technologies I have been able to maintain my business in spite of changes going on in the world around me.

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1 Comment on Keys to Solopreneur Success in The Best AND Worst of Times

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