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Successfully marketing your own business or that of a client requires a lifetime of learning and staying up to date on the latest trends in marketing communications and public relations. But with that learning comes the challenge of navigating a deluge of expert advice. We've all seen those scary headlines that grab us with urgency: “The worst days of the week to post on social media,” “Why you should NEVER pick up the phone during pitches,” “The top 5 things journalists want you to avoid in pitches,” “Stick to this word count for a successful blog.”
In today's modern world of social media and online news, everyone seems to be an expert with an opinion. However, it's important to recognize that not all advice is valuable, and discerning marketers need to carefully consider what really applies to their individual situation.
Take, for example, the countless articles recommending the best days of the week to post on social media. New articles appear regularly, each presenting new surveys and research findings. But these articles often contain conflicting information and are based on data collected from tens of thousands of companies.
For example, HubSpot published an article about the best days to post in 2024. The article is based on a survey of 30,000 businesses and concludes that Monday, Wednesday, and Friday are ideal. But what if your business thrives on the weekend? For example, a restaurant might find it beneficial to post early on Saturday when its audience is planning their weekend activities.
Related: Don't fall for these 3 marketing myths – here's what you can do instead
Another example comes from an article my team came across recently that advised against ever picking up the phone when speaking to journalists. The word “never” is strong, and in this case it is not good advice. In our many years of experience in marketing and PR, we have often found that there are compelling reasons to pick up the phone. After all, media relations is about building relationships. Over time, we cultivate relationships with journalists who appreciate a call or text.
In addition, local broadcasters have found that emailing a press release and following up by phone is a good way to successfully obtain media coverage. News directors have thanked the reminder, which has resulted in media coverage that may not have otherwise occurred. The lesson is clear: While it is not always necessary to pick up the phone, in certain situations it can be critical.
These examples illustrate a recurring theme: expert knowledge is valuable, but sophisticated marketers must cut through the noise to find advice that truly applies to their individual situation.
What does it mean to be demanding in marketing consulting?
Trust your own data: Don't prioritize third-party data over your own. Social media platforms and analytics tools can give you insights into when your audience is most active and engaged. Google Analytics can show which blog lengths generate clicks and improve search results. Often, you hold the key to what works best for your industry, business, or client. Your data is a treasure trove of insights that can guide your marketing strategy.
Value your experience and expertise: If you have been marketing for your company or client for some time, trust your instincts and experience. You probably already know what brings the best results. Don't underestimate that knowledge! If calling certain media contacts has proven successful, keep doing it, regardless of what an expert says. Your experience is an invaluable asset that can lead to better results.
Recognize your company's uniqueness: What works for one industry or business model may not work for another. Think of a business insurance company for tech startups; their target audience is very different from that of a dog toy retailer. The insurance company may have success with longer, in-depth blog posts for their audience of PhDs and MBAs, while the dog toy retailer may see better results with shorter, entertaining posts. Tailor your strategies to your specific audience and niche.
Evaluate the source of the advice: Consider who is giving the advice and whether it is credible. Ask yourself if you trust that person and their sources. Bad advice can have harmful consequences. Make sure the advice you follow is relevant and applicable to your situation. Look for opinion leaders with proven expertise and a track record. Question the motives behind the advice, as some experts may have hidden agendas or conflicts of interest that could influence their recommendations. Compare multiple sources to get a comprehensive perspective and don't rely on a single point of view.
Related: The Worst Advice I Ever Received
A better, data-driven approach to general advice
We've already touched on the importance of not putting other people's data above your own – but this topic deserves a deeper exploration. Data, metrics and measurements are the foundation of effective, results-driven marketing and PR. Data provides clarity and is undeniable. All marketing activities should have measurable, data-driven goals.
Data provides great insight in decision making and can be applied to almost any marketing dilemma. Should your Facebook posts be longer or more concise? Run A/B tests and analyze the data. Are you using the right tactics when pitching media? Review your strategies in different pitches to see which ones get the most placements. Should your YouTube videos be 10 or 20 minutes long? Examine watch time data to see how many users watch the entire 20-minute video. Data is your ally in decision making.
Related: How to collect digital marketing data in 5 easy steps
The advice of others is undeniably valuable. Staying informed about industry trends and learning from other professionals is important for professional growth. However, judgment is key. As you absorb advice, insights, and research, filter that knowledge to determine if it makes sense for your business or client. Use robust measurement tools to evaluate your own results. Let your data guide you, and remember that while advice can be helpful, the success of your marketing efforts ultimately depends on your ability to tailor strategies to your specific needs.
Create your very own Auto Publish News/Blog Site and Earn Passive Income in Just 4 Easy Steps
