Competition for attention from your target personas is fierce, making it all too easy to fall into a cycle of randomness in an attempt to find something that resonates with your audience and gain some following.
Mike Lieberman's article argues it is OK to stop and admit that what you are doing isn't working - the audience isn't listening anyway.
Having the courage to stop, regroup and evaluate what you are saying and to who may just be enough to set you apart from your competitors.
Mike suggests reviewing your marketing results as often as every 30 days to ensure your priorities are on the right track. This is good practice as it means you are able to react quickly to any trends - for example if a particular blog has gained a lot of traction, schedule another on a similar theme for the coming month; but also it gets you into a habit of fine tuning your existing collateral, rather than wasting time and budget on creating new content or assets. Consider swopping out a poorly performing CTA for one which has gained leads on other web pages, for example. These smaller, more measured changes can have a big impact as well as save valuable budget.
Although the first time I have heard the phrase "Random Acts of Marketing" was in the Mike Leiberman piece below, Pam Moore has developed both white-paper and a podcast on "10 tips to Stomp on Random Acts of Marketing (RAMs)". Pam suggests there are four key signs to identifying if a project is turning into a RAM:
1. Not funded
2. Not in the plan
3. Not integrated
4. No defined metrics for success.
If any of your current marketing activities fall into any of these camps don’t be afraid to hit pause on one thing to be successful with another. Regain focus on what can be measured and integrated in line with your existing marketing plan.
Marketing shouldn’t be about the tactics, it should be about the results. If you’re doing, doing, doing and doing but not producing any results. Just stop right now. Blogging just to blog is a waste of time and money. Sending emails that no one opens, posting to social sites with no one sharing, or creating whitepapers that no one reads is not good marketing.