The views expressed by the business participants are their own.
Successfully marketing your business or a client’s business means embracing a lifelong learning journey and staying abreast of the latest trends in marketing communications and public relations. But even this learning comes with the challenge of going through a lot of expert advice. We’ve all come across those anxiety-inducing headlines that grab us with urgency: “The Worst Days of the Week to Post on Social Media,” “Why You Shouldn’t Pick Up the Phone When You’re Pitched,” “Top 5 Things Journalists Don’t Do. You’re Looking for Voice,” “Follow This Word Count for a Successful Blog .”
In today’s world of social media and online news, everyone seems to be an expert with an opinion. However, it is important to note that not all advice is essential, and savvy sales professionals should carefully evaluate what really works in their unique circumstances.
Take, for example, the countless articles advising on the best days of the week to post on social media. New articles appear regularly, each presenting new surveys and research. However, these articles often contain conflicting information and are based on data collected from tens of thousands of businesses.
For example, HubSpot released 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 business thrives on weekends? For example, a restaurant may find it beneficial to post early on a Saturday morning when its audience is planning their weekend activities.
Related: Don’t Fall For These 3 Marketing Myths – Here’s What To Do Instead
Another example comes from an article my team recently came across, which advises to never pick up the phone when sending a reporter. The word “never” is strong, and in this case, it is not sound advice. In our extensive experience in marketing and PR, we often find that there are good reasons to pick up the phone. Media relations, after all, is about building relationships. Over time, we develop relationships with reporters who appreciate a phone call or text.
Additionally, in local broadcasting, emailing press releases and phone calls led to successful media acquisition. News directors expressed their gratitude for the reminder, which led to media coverage that might not have happened otherwise. The lesson here is clear: While not always necessary, holding the phone can be important in certain situations.
These examples highlight a recurring theme: Expert insights are important, but savvy marketers must sift through the noise to find advice that really works for their unique circumstances.
What does it mean to be cautious about marketing advice?
Trust your data: Do not prioritize third party data over your own. Social media platforms and analytics tools can give you insights into when your audience is most active and engaged. Google Analytics can reveal how long a blog clicks and improves search results. Often, you hold the key to what works best for your unique industry, business or client. Your data is a storehouse of information that can guide your marketing strategy.
Share your knowledge and experience: If you’ve been working to market your business or client for a long time, trust your instincts and experience. You probably already know what produces the best results. Don’t throw that information away! If calling some media contacts has been successful, keep doing it, regardless of what the expert says. Your experience is a valuable asset that can lead to better results.
See what’s unique about your business: What works in one industry or business model may not work in another. Think of a business insurance company in a technology startup; its audience is very different from that of a dog dealer. An insurance company might find success with long, in-depth blog posts for its audience of PhDs and MBAs, while a dog dealer might get better results with short, entertaining posts. Tailor your strategies to your specific audience and niche.
Rate the source of the advice: Consider who is giving advice and whether they are trustworthy. Ask yourself if you trust this person and their sources. Bad advice can lead to disastrous results. Make sure the advice you follow is relevant and applicable to your situation. Look for thought leaders with proven experience and a track record of success. Question the advice’s motivations, as some experts may have hidden agendas or conflicts of interest that could influence their recommendations. Reference multiple sources to get a holistic view and avoid relying on a single point of view.
Related: The Worst Advice I Ever Received
A better, data-driven approach to general advice
We touched on the importance of not prioritizing other people’s data over your own — but this topic needs a deeper examination. Data, metrics and measurement are the foundation of effective, results-driven marketing and PR. The data provides clarity and is irrefutable. All marketing activities should have measurable, data-driven goals.
Data provides excellent insights when making decisions and can be applied to almost any marketing problem. Should your Facebook posts be too long or too short? A/B test and analyze data. Are you using the right tactics when pitching media? Review your strategies in all areas to determine which ones generate the most placements. Should your YouTube videos be 10 minutes long or 20? Check the watch time data to see how many users watched the entire 20-minute video. Data is your decision-making assistant.
Related: How to Collect Digital Marketing Data in 5 Easy Steps
Advice from others has undeniable value. It is important to grow as a professional to stay informed about industry trends and learn from other professionals. However, understanding is key. As you receive advice, information and research, you sift through this information to decide if it makes sense for your business or client. Use robust measurement tools to test your findings. Let your data be your guide, and remember that while advice can help, ultimately, the success of your marketing efforts depends on your ability to put together strategies that fit your specific needs.
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