Do emotions and Shiny Object Syndrome lead the way when it comes to how you choose marketing tactics? If so, you could be running into a lot of unnecessary stress and ineffectiveness.
In this post, we’re giving you a simple three-step process that will help you assess marketing tactics before you dive in head first. The result? Better marketing productivity and a happier you.
TIME-STAMPED SHOW NOTES:
[00:59] Introduction
[02:59] Analyze the Tactic
[04:31] Assess the Implementation
[06:01] Determine the Sustainability
[07:31] Making Good Marketing Decisions Requires Time
What Drives Your Marketing Decisions?
[Meghan] Look, I’m just going to say it out loud: when you’re a team of one, marketing can be a gigantic pain in the butt.
It’s not necessarily that the marketing concepts are difficult. The struggles are with implementation and keeping up with marketing over the long run.
The reality is that your day is filled with delivering services and running the business. So, taking on the marketing role isn’t ideal, although it may be necessary.
[Theresa] In this situation, your productivity can take a hit since flying solo means you’re likely performing too many jobs.
And if you’re already doing too much in your business, you want to seriously consider adding more to your plate. Because, in this case, more isn’t better.
So, today we’re sharing a process to help you choose marketing tactics wisely. This process helps you avoid Shiny Object Syndrome with your marketing. And that will keep your productivity higher. An added bonus is that this process also makes marketing decisions easier.
[Meghan] And, let’s face it, you are usually making decisions without advice or support from a team. So, a process is a nice way to keep you in check.
Plus, this process removes the emotion that often gets in the way of marketing decisions. And that may help you from second guessing yourself.
I mean, the truth is that we’ve all tried marketing tactics because of trends or because a guru said to do it! So, these steps help steer you away from potentially bad marketing choices.
[Theresa] Okay, so here’s how this process works. Whenever you’re contemplating a marketing tactic, you’re going to run through these three steps.
By the end, you’ll know whether or not to move forward with the tactic you’re considering.
Don't let Shiny Object Syndrome drive your marketing decisions! This three-step process helps you assess marketing tactics before you dive in head first. Click To TweetStep 1: Analyze the Tactic
[Meghan] The first step is to analyze the marketing tactic you’re considering. You’re going to look at three aspects.
Target Market
Does the tactic work for the people you’re trying to attract? Is it something that appeals to your avatar?
For instance, if the majority of your target market doesn’t use Tik Tok, don’t start wasting time posting there.
Business Goals and Strategy
Does the tactic support your business goals, is it going to move you forward in your business and not set you back? And, is it a tactic that can be tracked to know if it’s working?
For example, if one of your goals is to grow your email list to 1,000 subscribers, does the tactic support that goal? Is it a proven and effective tactic to achieve that goal?
Brand and Personality
Does the tactic align with who you are, your mission, products and services, your skills, and your comfort level?
For example, maybe using a chatbot doesn’t make sense for your consulting business since you don’t want people to think that you’re available 24×7 and you’re not super comfortable with chatbot technology. Yes, chatbots are popular right now. No, that doesn’t mean you need one.
Step one is a “first pass” analysis so to speak. If in step one you discover that the tactic doesn’t meet your needs, then abandon it right now.
Step 2: Assess the Implementation
[Theresa] If the tactic passes step one, it’s time to move to step two. And that is to assess the implementation of the tactic. In other words, what’s it gonna take to make the marketing tactic a reality?
You’re looking at things like:
- Knowledge and skill set – do you know what you’re doing? Or, do you need training or support before you can implement the tactic?
- Time – how much time will it take to learn it, launch it, and maintain it?
- Budget – how much will it cost to learn it, launch it, and maintain it—or get someone else to do these things? AND, are the costs within your budget?
Review what it will take to implement the tactic. You may discover that you need outsourcing, tools, and training. These cost money and time, which will guide your decision about whether the tactic is possible or desirable.
[Meghan] This is a good time to ask yourself if the tactic is worth the time, effort and money. Do you believe it will give you the results you’re hoping to achieve? Are you putting other aspects of your business at risk just to implement this one thing?
[Theresa] These are critically important questions, so please make sure you’re considering them. Any time that you devote to this tactic is likely time you’re taking away from other areas. Same goes for money.
Really consider what you’re giving up and what you’re gaining.
Any time and money you devote to a marketing tactic could be time and money that you’re taking away from other priorities.
Step 3: Determine the Sustainability
[Meghan] Okay, if you’re still considering a tactic after the first two steps, then it’s time to determine its sustainability, which is the last step in the process of how to choose marketing tactics.
Is the tactic manageable? Do you have the money, time, and wherewithal to keep it going for a sustained period?
Because launching a new tactic is one thing. Managing it is another. This step is about looking toward the future. After all, many marketing tactics require months of consistency and upkeep. So sustainability and maintenance must be part of your consideration.
For example, when you launch a blog, you need to be publishing a post at least every week or two for that blog to support your business. If that’s not sustainable, then it’s not the right marketing tactic for you since you can’t maintain it.
[Theresa] There are really very few “launch it and leave it” marketing tactics. Think about whether you can create internal processes and systems to streamline the ongoing maintenance of the tactic. If you can’t systemize it, then it may be difficult to sustain.
And, I really encourage you to look at the marketing tactic and ask yourself if it’s something that you can offload or outsource in the future.
You don’t want to initiate a bunch of marketing tactics that rely solely on you to manage. That’s not sustainable or desirable. Your time needs to be spent in your Zone of Genius and on money-making activities.
Making Good Marketing Decisions Requires Time
[Meghan] Well said!
What it comes down to is making well-informed decisions that aren’t based on emotion or trends. The end result is that you’ll choose the tactics that align with your brand, personality, budget, and time constraints. And, that will make marketing less stressful and more manageable for you.
[Theresa] This process forces you to take some time to analyze if the marketing tactic makes sense for you and your business. And that’s good because you don’t want to be impetuous about starting something new.
These steps also add a framework to your decision making process. Think of the process as a “stand-in” for your marketing director who would typically be the one assessing these things.
[Meghan] That’s a good way to think of it!
Personally, I’ve made some really poor marketing decisions in the past. They cost me time and money. And, honestly, they dinged my confidence too.
But, taking risks and getting back up after you’ve been knocked down are part of entrepreneurship. Those messy moments teach us important lessons so that we grow!
[Theresa] Yes! I certainly have done marketing messy! In the past, I’ve chased those shiny trending tactics. What that brought me was 18 hour days and no real progress on anything. What worked was asking for help from someone who knew more than me. (Like, Meghan!)
Don’t be afraid to seek the guidance and counsel of a mentor or coach. There is nothing wrong with asking for help.
[Meghan] Well, today’s three step process is one example of how to choose marketing tactics. Of course, there are other ways, but we wanted to share with you some of the things we look at before we make marketing decisions.
We hope you think about this the next time you hear about a new marketing trend that you just “have to try.”
And that’s it for this episode.
Contact us if you have a topic you’d like us to cover. And please share this episode with a colleague if you found it valuable. Thank you!
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