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