Digital Marketing: Don’t Lose Sight of the Bigger Picture

“Don’t let perfect get in the way of great work”

This is a quote I recently saw on LinkedIn which struck a chord with me. It’s common for marketers to spend time plenty of time reviewing blog posts, social media, email copy, and other deliverables.  Getting caught up in these low-level tasks can detract from the essential tasks assigned by a Board of Directors, and leave marketers wondering when they’ll see some results from them.

It’s dangerous to put most time and effort into revisions of company’s digital marketing. Instead of approving blog posts or social media posts with brevity, continuously revising them on word choice, minor formatting details, and other non-essentials can do more harm than good.

While there is a need to be consistent with brand messaging guidelines and voice, as well as additional concerns based on the content of each article, marketers should make these changes with your ideal prospect in mind. Instead of focusing on revising over and over internally, consider whether or not the viewer will find the change significant. Here, it’s a matter of balancing internal focus with external focus.

Also, with too much focus on content and what it should look like, marketers have a tendency to forget about their competitors. Competitors that write more blogs, publish more social media posts or generate more engagement will take the better spot in Google search results.

The other downside to this way of working is that marketers can be too tied down in tactics and implementation. With all the focus in this area of the job, the diagnosis and strategic elements of a companies marketing activities will be lacking.

It’s important to not let low-level thinking get in the way of a bigger picture strategy. If this happens, a  company’s digital marketing strategy will not drive the desired results and they will miss valuable opportunities. Do you think the Oreo Superbowl tweet would’ve been possible if they did not act with brevity?

Have you ever experienced this ‘paralysis by analysis’ in you job before? If so, have you encountered any ways to overcome it? Let me know in the comments section below!