Are You Chasing Marketing Tactics Instead of Results? Here’s What to Do Instead
Do you feel like you’re strapped to the grinding wheel in your business — trying to find that one trick that’s going to work to drive leads and customers to your doors?
- You have an ever-growing pile of ideas, notes, and to-do lists cluttering up your desk.
- You spend a lot of time bouncing between working on your business and in it.
- But you’re just not getting the results you’re looking for.
If that sounds like you, you might be suffering from what Ryan Deiss likes to call: “shiny object syndrome” — or SOS.
Shiny object syndrome is when you spend so much time chasing the next great idea or tactic that your energy is divided between too many projects at once. This leaves you feeling like you’re barely making any progress even after days or weeks of work.
It’s easy to feel defeated and wonder, “what’s the point of it all?” You’re spreading yourself thin — and there’s not much to show for your valiant efforts.
It’s time to change that.
You need to know that you are investing your time and funds into tactics that are going to generate meaningful results for your business.
Keep reading to discover our secrets for defeating shiny object syndrome so you can focus on tactics that will drive leads and grow revenue.
Chasing Shiny Objects Is Expensive
In the words of Ryan Deiss, “you can’t throw more money and people at a problem like this and hope that will fix the issue. Because it won’t. Instead, you need to have a good system in place to make sure your ideas are being prioritized intelligently and implemented efficiently.”
When you try to tackle several goals simultaneously without a strategy or plan in place, you’ll have a recipe for inefficiency and chaos.
But chaos doesn’t just happen to you. Your employees, marketing team, and sales teams are going along for the ride with you — and they are just as confused as you are. They are bouncing through your ideas with you, and it’s causing disruption and confusion.
A misaligned team focusing on individual goals will result in no one doing a good job. You might even find your employees fighting one another if their independent goals rely on each other or share resources.
You need to prioritize your projects and align your team to focus 100% of your efforts on accomplishing the same task. When you do this, you’ll see real results that grow your business much faster.
You’ll stop wasting effort and funds on marketing tactics that aren’t generating results.
To begin the shift out of chaos, you’ll need to set growth goals and determine how you’ll track the results. Then, you’ll know what’s working and what’s not and can prioritize your team and resources accordingly.
The Power of Setting Goals & Tracking Results
As a business leader, you’ve likely heard more goal setting ideas and see more goal planning worksheets than you’ll ever have time to go through. You might even have a worksheet or planner that you’re already using right now.
My advice to you is to toss it out! Why?
Because unless you’re using the method I’m about to show you, you’re not setting goals based on the 4 levers of growth.
The 4 levers of growth are
- Acquisition: acquiring new leads
- Activation: getting new leads to convert into paying customers
- Monetization: getting previous customers to keep coming back for more
- Retention: making your customers happy so you’re not getting refund requests and increasing your churn rate
To use the 4 levers of growth when planning and setting goals, organize your business ideas under the appropriate lever of growth.
|Start a podcast show||Host a free webinar||Offer a rewards program for repeat purchases||Fix bumps in processes that are causing missed deadlines|
Once you’ve gotten all of your ideas out and organized into these categories, it’s time to prioritize which ones should come first.
If you aren’t sure where to start, always start at the end and work your way backward. You start by finding solutions at the bottom of your funnel — such as addressing retention issues in the example above.
When you start at the end, you ensure that you have a strong funnel for new customers to flow through to keep them moving forward and generate revenue.
How to Put Strategy First
Knowing what goals you need to tackle first isn’t enough. Benchmark where you are now and where you want to go.
Examine the gap between where you are now and where you want to be. Is it reasonably achievable to be able to close this gap in the time frame that you desire?
- If not, then you’ll want to go back to the drawing board and pick a different goal to pursue.
- If it is, you’ll need to plan out the required steps to take and determine how you will track and measure the progress and results.
Tracking involves choosing the right metrics and KPIs to monitor so you know what’s effective and what’s not.
For example, suppose we’re working on fixing the activation level — where you get prospects to raise their hand and take an action that involves investing time or money with you.
We might suggest tactics like hosting a webinar or offering to do an in-person audit. We’d work through what tasks are needed to launch that tactic. There would be defined timelines as well as clear KPIs so we’d know if that tactic was improving activation and moving prospects forward.
Don’t Build Your Strategy Alone
A marketing strategy isn’t a simple piece of paper with timelines and charts. It’s a living, adaptable process that is constantly evolving to improve your lead generation, sales, and customer experience.
At Infinite Growth Marketing, we understand just how much shiny object syndrome can throw a wrench in your business’s growth. We also know just how hard beating shiny object syndrome is when trying to do it alone.
You shouldn’t have to do it alone, and the good news is that you won’t have to when you work with us.
Our marketing gurus have experience on our side. We know how to help you choose the right tactics. We know how to prioritize what goals to tackle first to get meaningful results with less wasted time and effort.