Focus on what works, cut what doesn’t

Over the last months I’ve talked about using Agile Project Management techniques and various other tips for getting MORE content onto your website, more posts on your walls and generally more marketing everywhere. My impending move to New Zealand and the efforts we are taking to ditch what we don’t need, means doing and keeping what what matters is forefront of my mind.

Yvon Chouinard Quote
Yvon Chouinard Quote

In Agile retrospectives at the end of a sprint we ask three poignant questions:

  1. What worked?
  2. What didn’t work?
  3. What will we do different next time?

The later questions are often the most difficult to answer – yet can provide you with scope to grow AND help you free up time to focus on what did work.

Growing your marketing also involves ensuring you’re doing the right thing.  Having a clear high level product vision for your website and online presence means you can cross check activities with your end goal.

Content marketing campaigns, video series, or podcasts that are not performing  should all be reviewed for effectiveness on a regular basis.  This also extends to social networks. Ditch the ones  that your target audience does not use or has left. Re evaluate the money you’re putting into adwords or paid advertising on social networks. Perhaps spending that money on evergreen media rich content is of more value.

Although not web specific there a couple of famous quotes I have read over the past weeks that ring true in our world of marketing.

“Before you leave the house, look in the mirror and take one thing off.” ~ Coco Chanel

“He who dies with the least toys wins. Because the more you know, the less you need.” ~ Yvon Chouinard, CEO of Patagonia.

Podcast: Focusing on what matters

Advertisements

4 Replies to “Focus on what works, cut what doesn’t”

  1. Great article Nick. Most businesses either don’t know what is working in the marketing, or try something only once which never gives the new marketing element a chance to work in the first place.

    That said, a lot of businesses I see and speak to are not sure what to measure or how to measure the marketing. With anything, you need to start with the end in mind and work out what you want from it, to then know what to measure, which in turn will help you understand what is working.

    Marketing should be reviewed at least every 3 months I think, which gives each element time to work or not.

    Love your quotes too!

    1. Thanks Amanda, yes that’s a post I’ve got waiting for coming weeks, “Measure the right thing”!!

      All too often we focus on upping numbers rather than quality or qualified leads. Or worse get stuck in doing what’s always worked.

      Another great one I love is.

      “If you always do what you’ve always done, you’ll always get what you’ve always got.”

      Hope you’re well and thanks for the comment!

      1. No problem Nick. I look forward to your next blog then.

        Its about taking a risk I think. Lots of people think marketing is what brings in the business. Its is to a point but it takes time as its a subliminal message for your audience, reminding them that you are the person to speak to when they need what you can offer you them.

        Getting stuck in a rut or following others like competition can steer you wrong too. Do your own thing and be known to be different. People remember different.

        Love that quote too!

        I’m in the Hague this week for iStrategy, which starts tomorrow. Quite excited about it, as usual.

  2. Totally agree and very jealous that you’re in The Hague this week. iStrategy is always so valuable, but packing’s taking first seat this week. Maybe iStrat Sydney in months to come… Let me know how it goes!

I would love to hear your views!

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s