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Successfully promoting your personal business or that of a client means undertaking a lifelong journey of learning and staying up-to-date with the latest trends in marketing communications and public relations. But with that learning comes the challenge of navigating the flood of expert advice. We’ve all come across those anxiety-inducing headlines that keep us on our toes: “The Worst Days of the Week to Post on Social Media,” “Why You Should NEVER Pick Up the Phone During a Presentation,” “The Top 5 Things Journalists Don’t Want in a Presentation,” “Stay at 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 crucial to realize that not all advice is invaluable, and discerning marketers need to rigorously evaluate what really applies to their unique situations.
Take, for example, the countless articles advising on which days of the week are best to post on social media. New articles appear usually, each presenting recent surveys and studies. But these articles often contain conflicting information and are based on data collected from tens of hundreds of corporations.
For example, HubSpot published an article on the best days to post in 2024, based on a survey of 30,000 businesses, suggesting that Mondays, Wednesdays, and Fridays are ideal. But what if your small business thrives on weekends? For example, a restaurant might find it helpful to post early Saturday morning, when its audience is planning weekend activities.
Another example comes from an article my team recently got here across that beneficial never picking up the phone when talking to a journalist. “Never” is a strong word, and in this case, it’s not good advice. In our extensive experience in marketing and PR, we’ve often found that there are compelling reasons to pick up the phone. Media relations is about building relationships, after all. Over time, we cultivate relationships with journalists who appreciate a phone call or text message.
In addition, in local television broadcasts, sending a press release via email and making a phone call resulted in successful media coverage. News directors expressed gratitude for the reminder, which led to media coverage which may not have happened otherwise. The lesson is clear: Although it is not all the time crucial, picking up the phone will be crucial in certain situations.
These examples point to a recurring theme: Expert insights are invaluable, but astute marketers must sift through the noise to find advice that really applies to their unique situation.
What does it mean to be demanding when it comes to marketing advice?
Trust your data: Don’t put third-party data above your personal. Social media platforms and analytics tools can provide insights into when your audience is most energetic and engaged. Google Analytics can reveal which blog lengths generate clicks and boost search results. Often, you hold the key to what works best for your unique industry, business, or client. Your data is a treasure trove of insights that may guide your marketing strategy.
We appreciate your experience and expertise: If you’ve been marketing your small business or client for a while, trust your instincts and experience. You probably already know what works best. Don’t underestimate that knowledge! If calling certain media contacts has proven effective, proceed doing so, regardless of what some expert says. Your experience is an invaluable asset that may lead to higher results.
Recognize your organization’s uniqueness: What works in one industry or business model may not work in one other. Consider an insurance company for tech startups; their audience is very different from that of a dog toy seller. The insurance company might succeed with longer, in-depth blog posts for an audience of PhDs and MBAs, while the dog toy seller might do higher with shorter, fun posts. Tailor your strategies to your specific audience and area of interest.
Rate the source of the advice: Consider who is giving the advice and whether or not they are credible. Consider whether you trust the person and their sources. Bad advice can lead to harmful outcomes. Make sure the advice you are following is relevant and applicable to your situation. Seek out thought leaders with proven expertise and a track record of success. Question the motives behind the advice, as some experts may have ulterior motives or conflicts of interest that might influence their recommendations. Refer to multiple sources to gain a well-rounded perspective and avoid relying on a single viewpoint.
Related: The Worst Advice I Ever Got
A greater, data-driven approach to general advice
We’ve touched on the importance of not putting another person’s data above your personal—but this topic deserves deeper exploration. Data, metrics, and measurement are the foundation of effective, results-driven marketing and PR. Data provides transparency and is beyond dispute. All marketing efforts should have measurable, data-driven goals.
Data offers great insights for decision-making and will be applied to almost any marketing dilemma. Should your Facebook posts be longer or more concise? A/B test and analyze the data. Are you using the right tactics in your media presentations? Review your strategies across presentations to determine which of them are driving the most placement. Should your YouTube videos be 10 minutes or 20 minutes? Analyze watch time data to see how many users watch the entire 20-minute video. Data is your ally in making decisions.
There’s undeniable value in the advice of others. It’s essential for your skilled development to stay up-to-date with industry trends and learn from other professionals. However, discernment is key. As you absorb advice, insights, and research, filter that knowledge to determine if it makes sense for your small business or client. Use solid measurement tools to evaluate your personal findings. Let your data be your guide, and do not forget that while advice will be helpful, ultimately the success of your marketing efforts depends on your ability to tailor your strategy to your specific needs.