My grand-puppy is learning to walk on a leash. As we begin our outings she is very excited, a little fearful, eyes darting everywhere, weaving back and forth, stopping to sniff, and unable to focus on the task at hand. After a few minutes she settles into the rhythm of my pace, looks straight ahead, trots at my side and occasionally looks at me for guidance. There are moments where she gets off-track - the scary postal truck (how do they know its the postal guy, anyway?), a romp with another dog, or other distraction. Eventually, we return to the walk and pick up where we left off.
So, what does this have to do with marketing, you ask?
When I work with a new client who has jumped into the world of digital marketing I often observe a similar pattern. There's an initial excitement and enthusiasm to be everywhere, darting from one social media channel to another without a clear understanding of strategy, unable to focus. As we work together to develop and execute the marketing plan, things begin to fall into place and a rhythm forms. Blog, email, share, repeat. Blog, email, share, repeat. There are the occasional moments that upset the strategy, but after a little guidance, we're back on track.
Here's a tip.
The important thing to remember is to start small and develop good habits. Plan time to devote to your marketing plan, pay attention to your metrics, and don't be afraid to reach out for help when you need it.
Liz Provo, Mass Marketing Resources.