The 20 Percent Edition Nr. 34: Three Tips Before Committing to a Marketing New Year Resolution

Hello friends, and welcome to this edition of The 20 Percent.

New year resolutions have become very popular in recent years. People want to change their lives in one way or another, and they see the New Year as a fresh start for them.

In the business world, entrepreneurs also commit to reinforce behaviors that bring them closer to their goals. Some resolutions can be extreme; for example, I’ve met people who committed to publishing a piece of content each day for an entire year in the pursuit of more organic traffic or building a community.

Personally, I’m not a big fan of it because I like to adjust my priorities as needed, and one year is a very long time to commit to a marketing initiative. Also, if a marketing goal is business-critical, you should probably commit to it outside of the one-year scope.

My Three Tips

1. Trying new things is exciting at first (dopamine release), but something can quickly become a chore once it’s not new anymore. If you make such a commitment, aim for something attainable that doesn’t bring additional strain to your business or spread your time/ resources too thin.

2. Often, we embark on New Year resolutions with a final result in mind. But wanting the final result doesn’t mean we will enjoy the process of getting there. This is, in my opinion, the number one reason why people start something and don’t finish it. 

Everyone wants to be a star blogger, but few people actually enjoy blogging. Everyone wants to be a celebrity businessman, but most people can’t take the pressure or don’t enjoy doing business. If you want to commit to pursuing a marketing activity this year, my advice is to pick a marketing channel that you truly enjoy. 

3. Focus on the work, not the progress. Rather than just measuring the output of various tasks, focus on doing the work that creates improvement. For example, if your goal is cardiovascular health, hitting your daily step goal is the work that matters. If you surpassed it by 10% today or your step count yesterday was 20% less than the week before, that is not important. 

It’s the same with marketing. Especially in SEO, you have to focus on the work because it’s what you have control over. The progress (e.g. your traffic today vs two months ago) largely depends on the algorithm, your competitors, and the search landscape as a whole.

Stay inspired,