4 Helpful Slices of Startup Marketing Advice
I have drafts and drafts of unpublished posts reflecting on lessons learned. After oneforty, then HubSpot and now being at Shareaholic, I’ve definitely come out with some new wisdom that has made me happier and more productive. Some posts explaining this learning process ramble off topic and become too personal. Those posts get retired to the WordPress trash bin. Others haven’t been thought out enough. But these tips have been consistent from draft to draft, and I didn’t want to wait on sharing them any longer.
1. Blog First
When you’re starting a marketing plan from absolute scratch, it’s tough to know where you should invest your time in social media. Twitter? Facebook? LinkedIn? Figuring out where your audience is why monitoring and listening is so important. No matter what platform you focus on, a great blog will give you content to share on that platform and will give people a reason to follow you. It also has the most clear business benefit from an SEO, brand messaging and conversion standpoint. So when it comes to prioritizing marketing tasks, think about your own content first.
2. Remember to Play
I crank out a ton of content each week between blog posts and newsletters. Writing compelling Tweets and Facebook posts to optimize for engagement is also a form of content creation. With so much to create, it’s tough to also consume content. This may sound silly, but I try to take time to just look at other brands’ Facebook pages, other Twitter accounts and other blogs to get inspiration. I even look at ones that have nothing to do with Shareaholic. More than any blog or conference I’ve attended (although Unconference was pretty sweet), there is nothing like taking time to “play” to rejuvenate my love for marketing and make me excited to create content.
3. It’s Not a Matter of Just One Thing
In marketing it can be easy to get stressed out about one campaign. However, it’s not one article, event or blog post that makes or breaks your entire marketing plan. It’s the culmination of ongoing content, PR and engagement that gets the message out there and draws signups for a product. Don’t be short-sighted. I’ve had to learn to look at the big picture things, like how we’ll engage attendees from an event rather than fret about the number of drink tickets we sponsor. Looking at each project as one piece of a big puzzle is helping me make decisions faster. (And this is coming from someone who took three months to pick out a duvet cover.)
4. Timebox Your Ish
This one is my favorite because it had the most influence on me. It’s not just for marketers, but for employees in general.
Learning to timebox my projects better is something I’ve worked hard on over the past year. I used to work crazy hours during the week and then try to work all day Saturday and Sunday too. Then I realized something: I’m not actually getting anything done. I’m falling asleep. I would be trying to read a blog post as part of research to write a blog post, and it’d take me forever. I couldn’t focus. What I accomplished over seven days could easily have been produced Monday through Friday, leaving me my weekends to either get more done or spend time with friends.
A ton has been discussed about work/life balance in startupland. I’m trying to timebox things Monday-Friday, take Saturdays off and then get ahead on Sundays. It is very very difficult for me to discipline myself to put a hard stop to things on Friday. However, I try to do it so I can take Saturdays off.
At some point I decided that Saturdays were friend days. I check email but don’t touch the computer. I walk around Newbury St. Sometimes I drink bloodys at brunch, go to yoga and coffee, nap, tan and get ready to go out for the night. They are my favorite days and these days with my friends have enriched my life with interesting conversations, laughs and memories.
(I love you people.)
The time I spent away from work over the past year or so helped me grow into the best employee I’ve ever been. These relationships helped me become a calmer, more confident and actually more productive person. I’m not so paralyzed by my own edginess.
We all have our thresholds and each startup employee has to discover hers. Having my Saturdays was key for me.
What little nuggets of wisdom do you have to share with the class? Let me know in the comments.