As the marketing director, business owner or anyone responsible for marketing a business, you are likely faced with hundreds of decisions daily. It can be overwhelming! And, it’s common for each decision to stall progress along the way.
Decisions aren’t to be taken lightly, so you probably scrutinize each available option for every choice you make. And while it’s smart to think through your decisions, over thinking them may be costing you valuable resources and time. In the competitive world we live and do business in, there’s no time to overthink.
When you find yourself about to cause a delay in the decisions-making process, stop and follow these suggestions that will help you make the progress your company needs:
Know Where to Focus
Apply the 80/20 rule as you concentrate on the issue at hand. Tell a story that will interest a larger portion of your target market. For instance, when you’re working on product features, ask yourself if the feature will impact 80 percent of your target audience. It’s typical of businesses of all sizes to get caught up in one-off scenarios that could happen, instead of focusing on ways to improve the experience for the majority of customers.
Identify Who to Target
Another common challenge is the unrealistic expectation of appealing to everyone with your marketing efforts. Your product might generally work for everyone but it’s much more certain that it works best for a specific demographic. Rather than trying to be everything to everybody, hone in on the audience that will find the most value in your product and you’ll have a lot less convincing to do.
Determine How to Spend
There is only so much time in the day and so much marketing budget to go around. When considering how to spend both time and money, you must first prioritize your most critical needs. From social media platforms to traditional advertising mediums, people receive thousands of messages a day. When you send your messages out, be sure that people actually receive them in meaningful ways. Should you advertise on Facebook, Instagram, YouTube, etc.? Maybe. Sure! Make sure that the platform you use will reach your target audience, and, work on developing a message that resonates with them.
While nobody ever wants to fail, marketing attempts that fall short are actually learning experiences that may lend themselves to progress. Being afraid to make choices due to the fear of making a mistake may cost you just as much, if not more, in time and resources as making an erroneous marketing decision. Move forward and keep making progress.
When you truly feel that marketing is not your forte or a skill that is entirely out of your wheelhouse (or a task that you simply don’t have time for), it can often be a value to work with a consultant or marketing agency who can complete tasks efficiently and in the most effective way.
Quit hesitating and get started! Being slow to take action may cost you many opportunities for success!