You know that nothing good comes from a binge. Whether you binge watch box sets, listen to that same track by the same artist on repeat, or binge eat unhealthy food, you’ll eventually grow sick of the thing you once loved so much and push it to one side. It’s exactly the same with marketing.
The typical binge marketer will:
- Always be looking out for the next big thing.
- Ignore tried and tested techniques in favor of the latest trend.
- Waste hours every day by reading absolutely everything anyone has ever written about their new marketing channel of choice. While some of these “thought leaders” will offer considerable value, much of the content will be rubbish. The binge marketer will be looking for someone to tell them how easy a strategy is. Hint: Marketing is difficult - so stop looking for simple solutions.
- Jump straight into a new marketing project with little thought regarding campaign strategy or how this new marketing technique will impact other marketing efforts.
- Spend hours viewing analytics, constantly hitting the refresh button, hoping for a miracle to happen.
- Throw more money at a problem despite not knowing if the extra offers a real solution.
- Get frustrated after just a couple of weeks and begin the hunt for the next big thing.
I hate to say this, but I’m actually writing from personal experience, as I can be as guilty as the next marketer of all these binge marketing habits.
Break the Cycle
So, what can you do to break the cycle of binge marketing?
- Focus first on what works: If a strategy delivers a positive return on investment — don’t stop what you are doing. This isn’t to say you should churn out the same old campaigns every week — your audience will soon grow bored of them. Instead, focus on optimizing your approach through a constant program of testing and investment in high-quality campaigns. You should only cease a marketing strategy when it no longer delivers positive engagement.
- Test new ideas: Instead of “betting the farm” on a new strategy, dip your toe in the water first and test. Don’t be in a rush to be the first to market. Learn from other people’s mistakes and spend only what you can afford to lose. If you are spending more than 20 percent of your time exploring new marketing solutions, the chances are you not paying enough attention to your tried and tested marketing strategies.
- Build cohesive strategies: The best marketing strategies work in cohesion with everything else you do. For example, a solid email marketing strategy complements an engaging program of social media activities.
- Be patient: Sometimes a new marketing strategy can take time before it really starts to deliver results. I always advise my clients — a cohesive content marketing strategy (blogging, email marketing and social media) can take upwards of six months to start delivering significant results.
Marketing Those Bad Habits
Is it time to break those bad habits and stop bingeing on bad marketing? The first step is to recognize you have a problem and then commit to a strategy that you know you can stick to. This essentially means taking it slow and steady and not looking for quick wins that will never come.
Are you a binge marketer? Share your comments below:
The post first appeared on the iContact Email Marketing Blog.