Too many entrepreneurs, businessmen and marketing teams are crippled by indecision. They’re so afraid of making mistakes that they avoid taking risks and delay launching campaigns, advertisements and other marketing initiatives because they’re not 100% perfect. The bad news for these people is that nothing is perfect, and chasing perfection inevitably leads to disappointment.
Digital marketing is all about constant optimisation. In other words, one of the reasons why it’s so powerful is the fact that you can launch initiatives, measure the response that they receive, reiterate and try again. Your approach to marketing will never be perfect, but that doesn’t mean that you can’t aim for perfection.
When it comes to creating assets and trialling strategies, though, you’re better off trying things than just leaving them completely because you’re afraid of how they might turn out. Think of it as being like buying a lottery ticket: you’ve got to be in it to win it. If you never launch a campaign or never release an asset, it’ll never be the thing that pushes someone to give your product or service a chance.
Move fast and break things
At Facebook, they have a saying: “Move fast and break things.” They’re not encouraging their employees to deliberately smash things or to cause havoc for the sake of causing havoc, though. Instead, it’s all about fostering an environment in which it’s okay to make an occasional mistake, because they also understand that the occasional flop is just part of the creative process.
That’s why we encourage people to foster a similar type of culture at their own company. In fact, we use the idea with our clients at Bant.io because we know there’s always room for improvement. We aim to get the visuals and the messaging as spot on as possible right from the start, but we still carry out A/B tests and make tweaks as we go. Like we said, there’s always room for improvement.
One thing we should point out is that the “move fast and break things” ideology works much better for marketing than it does for sales. That’s because you can trial marketing collateral with people that you haven’t “met” before through things like PPC ads and social media advertisements. When your sales team reaches out to someone, you’ve already put in a lot of work to get them that far along the sales process. It’s much more of a risk to try something new at this point than giving it a go right at the start of the buyer journey.
Conclusion
Not everything has to be perfect when it comes to your digital marketing approach, but that doesn’t mean that you shouldn’t aim for perfection anyway. It’s like the famous quote says, “Shoot for the moon. Even if you miss, you’ll land among the stars.” Just make sure that you shoot for something and don’t just cripple yourself with indecision before you get started. Marketing is all about learning from your mistakes to create your successes. Good luck.
Struggling with sales and marketing? Don’t worry – we’re here to help you to gather the leads you need to boost your business. Request a demo of Bant.io to find out how we can help your company to grow by sending hot B2B leads directly to your inbox. You won’t regret it.
Dane
Dane Cobain is a published author, freelance writer, book blogger, poet and (occasional) musician from High Wycombe, UK. Before going freelance, he worked as a social media marker, now specialising in writing about publishing, technology and marketing.