Sangram Vajre, Director of Marketing at Pardot, explains why marketers should aim to do less marketing in 2014.

Here’s the classic marketing challenge: you’re expected to be in front of every potential buyer, on every social media outlet, and at every major trade show. Basically, you’re expected to be everywhere and doing everything — because that’s what marketing is all about.

On average, subscribers receive 416 commercial messages a month. (Return Path) tweetbutton

By 2015, the average business person will be sending and receiving 125 emails per day. (The Radicati Group) tweetbutton

The average person is served over 1,700 banner ads per month. (comScore) tweetbutton

By some reports, there are more than five hundred social networking sites, ranging from niche sites to behemoths like Facebook. Similarly, buyers can choose to attend one of hundreds of technology trade shows every year — meaning that consumers are constantly inundated with marketing messages and have little time to keep up with any one specific message, namely: yours.

The solution? It may be counterintuitive, but perhaps it’s time for marketers to commit to doing less marketing in 2014. Here are a few things to consider:

1. Marketing Events

If you normally do five trade shows per year, consider doing one or two and going big. Ask yourself, can you get more from an event than you normally do? Can you make a bigger splash than you have in the past?

2. Social Media

If you find that you’re managing more social media outlets than you can count, it might be time to evaluate each of those networks to see if they’re really worth the extra investment. Try scaling down the number of social sites you have an active presence on, and concentrate on the ones where you see the most engagement.

3. Campaigns

Are you running campaigns right and left? Churning out tons of new content and marketing programs? Don’t be afraid to scale back and go big with one message that can tell your story better than anything else.

4. Customer Programs

One thing money can’t buy are customer evangelists — the customers or clients who can tell your story better than you can, and often with more credibility. Make sure you’re investing your time and money in your current customers (not just your new ones), and they’ll repay you by sharing their passion and helping to bring in even more new business.

5. Your Employees

Similarly, you want to invest in your employees. Get them to love your brand by doing internal marketing, not just external marketing. Having employees who are passionate about what they do, and willing to spread the word about your company, is just like hiring hundreds of brand evangelists.

Can you think of any other valuable ways that marketers can do less, but still get more? Let us know in the comments!

Sangram Vajre

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