by Alan Dib
You’re probably going to think I’m stating the bleedin’ obvious – marketing has gotten more complex.
Perhaps I’m showing my age but there was a time (that feels not so long ago) when you just put an ad in the yellow pages, paid them a truckload of money and your marketing for the year was done. Marketing used to be an event. You did it once and it was done. Your website was built, your business cards were designed, your brochures were printed.
Now there’s social media, search engines, blogs, landing pages, emails, CRM systems and much more. Weirdo marketing geeks like me love this stuff but if you’re like other business owners I know it’s enough to make their eyes water. So you end up with paralysis through analysis and end up doing nothing.
Sure marketing has changed but I have the antidote to the overwhelm. You need to stop thinking of your marketing as an event and start thinking of it as a process. What do I mean by that?
Well, think of one of the marketing processes you know you should be doing but aren’t. There are only three things you need to figure out when you’re thinking about a process – Who, What, When (WWW). So for example, if you know you should be blogging to build your authority your WWW for this might look like:
What: Writes a 600-word blog post
When: On the 1st and 15th of each month.
Now as Debbie’s manager you set her KPI’s and review them regularly. You’ll find she’s either on track or off track. If she’s on track then awesome – you give her positive feedback. If she’s off track then you review to see why and try to get her on track. The important part of this is to ensure the Who is not you because you’re a bottleneck. As an entrepreneur, you’re the captain of the ship. Your job is big ideas and ensuring the ship is headed in the right direction. You can’t do that if you’re busy in the engine room shoveling coal into the fire.
So it’s time now to build your marketing plan, go through all the things you “should” be doing and start assigning out WWW’s.