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Published in Digital Marketing category on (01/05/2017)

Get Ahead in 2017 Instead of Making New Year’s Resolutions


New Year’s Resolution Ideas to Hit Marketing Career Goals

Do you ever feel like coming up with New Year’s resolution ideas and making career goals actually prevents you from reaching your ideals? Think about it: how often have you created a list of what you want to accomplish in a year, only to fall utterly short. The list sits on your desk, or on a crisp piece of expensive stationary, in your best handwriting, tacked onto your cubicle wall, almost mocking your effort and commitment. Why is there such a gap between what we want to do and what we can do?

But wait, if so many people make New Year’s Resolutions, doesn’t that mean that someone, somewhere, is finding goal-setting and intentionality rewarding? The numbers are mixed. 45% of Americans make New Year’s Resolutions regularly, and only 14% of people over 50 make their resolutions a reality. However, according to Static Brain, “People who explicitly make resolutions are 10 times more likely to attain their goals than people who don’t explicitly make resolutions.”

So when you’re thinking about 2017 habits you want to pick up, habits you want to drop, and how to be a more successful marketer, what does all of this mean? What should you be doing that will deliver actual results?

A recent Forbes article recommends making your goals specific, measuring progress, sharing your goals with others, and jumping back on the bandwagon when you fall off. These tips are helpful in terms of breaking down your goals into bite-size chunks, and creating daily, small actionable items everyone can do. Also, each tip relates back to accountability and having a positive mindset.

But what if accountability, adding more tasks to your plate, and goal-setting create anxiety, dread, and doubt? Also, what if “setting your intention” feels more like “setting yourself up for failure?”

I call this the New Year’s Resolution industrial complex. It refers to the idea that if we followed a formula, a set of approved behaviors, or task-lists, we would one day become perfect. Following this logic, the only thing holding us back from perfection is our dedication and ourselves. That’s an incredibly fatalistic way of looking at the world. It implies that the road to reaching success is linear, a constant, forward-moving trajectory, when in fact, there are hurdles, roadblocks, and detours in your path.

So instead of coming up with a list of resolutions of behaviors you want to eliminate or add, how about instead, making three resolutions that ease the burden of your existing workflow, help you complete tasks more efficiently, and actually improve the quality of your work and your experience actually working. Here are marketing resolutions and goals that you’ll enjoy hitting.

Recycle Relevant Content

Often, when it comes to creating marketing campaigns that are event-specific, related to product releases, or part of your ongoing marketing efforts, it can feel like, as marketers, we are constantly reinventing the wheel. When actually, marketers can be more resourceful with the arsenal of content that they already have and get extra mileage out of their hard work.

There are many ways to recycle and repurpose relevant content that you’ve already created. Some ideas include breaking up larger assets into infographics, tip sheets, and smaller ebooks. Others include blogging best practices, like leveraging pre-existing content to write roundups, best-of, and top 10 lists for your blog program. We have written about top tips for recycling evergreen content before, but what is essential to keep in mind is how you can create complementary or supporting assets that feed into your email marketing, social, and demand generation campaigns.

With a fully integrated marketing approach, you can take existing email marketing campaigns, for example, and tweak them to be event, holiday, or news-peg specific. By making small modifications to titles, headlines, etcetera, the body or message of specific campaigns remains the same, and you retain segments for your targeted persona, without having to attach/create new assets for every “new campaign.”

Another way to get more mileage out of existing content is by repurposing it for newsletters. According to Wishpond, an excellent growth hacking tip is to send out old articles as newsletters on the weekend. “Capitalize on your mailing list by sending out relevant (but older) content on the weekends. This is a great way to drive more traffic to your blog with minimal effort.”

Repurposing content is not lazy, it’s a time-saving marketing hack that enables you to optimize your digital marketing efforts. So don’t be afraid to leverage pre-existing content!


Automate Everything

Before we talk about all of the virtues of automation, we want to acknowledge that there can definitely be challenges setting up automation systems effectively. In order for marketing, social, or Event Automation to work for you, the right strategies need to be in place in order to ensure effective implementation and success. First, you need to have goals, a target audience, a way to capture and record relevant prospect information, fully synced system (functional plumbing), and the tools to analyze your results.

So, which KPIs and metrics should you track to help inform your automation strategy? According to Optimize Smart, essential KPIs are based on whether it’s: measurable, affects the bottom line, is instantly useful, and timely. To efficiently track event success and analyze your results, you need to have a detailed understanding of the strategy behind what you’re tracking and why.

Once you have an automation framework and metrics to work with, you can begin planning how you will make automation work for you, instead of working for automation.

Leveraging social media automation tools, alongside a marketing automation system, for example, can help scale interactions with prospects so you can reach different targeted personas. You can send out automated DMs/tweets that reach out to prospects, with short, and focused messages. By using a mix of email and different social channels to reach out to your prospect, you’ll find the medium your prospects are most responsive to.

Are you looking for examples of how marketing and Event Automation can work together to lighten your workload? You can capture attendee data through your event app and then send triggered email campaigns or notifications to your sales teams to follow-up with prospects based on attendee behavior and interest level. Highly targeted, personalized, and triggered email messages get on average 70.5% higher open rates and 152% higher click-through rates than batch and blast emails. So, leverage the data captured in your event and marketing automation systems to fuel all aspects of your digital marketing efforts.

Arm Yourself With the Right Tools

Why do work that the right tools can do for you? Whether you’re looking to expand your online presence, boost your social media engagement, or develop digital marketing ideas that draw in quality leads, B2B marketers now have access to tools that can help them work even more efficiently.

Here are tools that can help data-driven marketers manage their heavy workloads in 2017 and beyond:

Todoist is a to-do-list making application for marketers with multiple, competing deadlines. It allows you to collaborate and share your list with other people, enabling marketers to better collaborate with each other regarding deadlines and projects.

Kapost calls itself the “B2B marketing operating system.” With Kapost, you can plan, execute, distribute, and analyze content do deliver high-converting results. You can share marketing calendars, with granular visibility into campaign progress, and build custom scalable templates for seamless project management.

PixxFly is a content distribution platform that allows marketers to schedule times to publish content such as press releases, blog posts, tweets, videos, and images on any social channel they choose. It also comes with built in analytics so you can better understand how your content is performing to can create better assets in the future.

Cyfe is an all-in-one online business dashboard. With this dashboard, marketers are able to monitor everything (Social media, Marketing, Clients, Web Analytics, Finance, Sales, Project Management, and IT). A bonus of Cyfe is that it enables you to share real-time reports across your company and export data via downloading or scheduling automatic email reports so you can save all your data information.

Nimble is “social CRM simplified.” To put it differently, Nimble allows you to manage prospect/customer relationship information without data entry because Nimble automatically updates itself with relevant prospect information from numerous different data sources.

Each of these tools are unique and cater towards different types of marketers. These tools can help increase your productivity, keep you organized, and make your life as a marketer easier. By adopting these tools, you can become a better and more effective marketer in 2017.

Here’s to making New Year’s Resolutions that you’ll actually keep! By recycling relevant content, automating everything, and enabling productivity tools to do the heavy-lifting for you, marketers can cut down on tedious tasks, and complete higher quality work more efficiently. So, beat the New Year’s Resolution industrial complex, and enjoying achieving these goals. And, to learn more about taking a holistic approach to your marketing efforts, read The Power of Integrated Marketing.


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