A business unlocks potential by going the stuff on the to-do list. We can be so distracted by the new and shiny - or even the urgent and reactive - that we divert our attention from well-laid plans.
Choosing the small stuff and getting it done could be the start of getting through the entire list. Practice the art of getting things done when you think of them. The job of deprioritising something continually doesn't generate any outcome worth thinking about.
One of the common things I've heard through my life as a marketer is 'wish we'd got onto this sooner'.
The problem is the list of 'not priorities' is often full of things that will move the metrics - but are simply not exciting enough. The boring stuff often works incredibly well:
- Cleaning up a search advertising account with negative keywords and search term analysis.
- Adding useful information to product category pages on your website to help both inform readers and align better with search engine user queries.
- Cleaning up the marketing budget and redistributing spend based on what's working the best.
There are plenty of activities that might not feel like the next Superbowl ad in terms of creative impact. But these are the foundations, the basics, the structure of your marketing machine.
And building a marketing machine is enduring and budget-efficient.