I feel like there’s an overarching maximalist mindset in marketing these days.
And it’s easy to see why.
Brands have never had more strategies to choose from.
There’s content marketing, social media, SEO, email, PPC, and influencer marketing, just to name a few.
But that’s just the tip of the iceberg, and this doesn’t even take into account more traditional offline techniques that many companies still utilize.
In turn, I think many brands are suffering from exhaustion and fatigue.
They’re experiencing marketing overload.
I also think marketers don’t always extract the full potential from their strategies.
Before they can see one channel through to completion, they’ve already started working on three more channels.
If I’ve learned anything during my years as a marketer, it’s that simplicity is usually the key to success.
Because of that, I choose to focus on only one marketing channel at a time.
I don’t spread myself too thin
You know that old saying that if you try to please everyone, you end up pleasing no one?
I think this applies to marketing as well.
Jumping in head first and attempting to manage, say, four or five different channels can be overwhelming, and you’re unlikely to kill it at any strategy.
Even if you’re a savvy marketer who knows the ins and outs of the process, you simply can’t devote the necessary time to extract the full potential of any single channel.
Just look at the amount of time most marketers spend each week performing routine tasks:
But when you concentrate wholeheartedly on one channel, you can give it a 100% effort.
This helps you not only run your marketing campaign at a high level but also achieve the desired results faster.
Working on too many marketing channels at once is kind of like being a jack of all trades and master of none.
Placing your attention on a single channel allows you to master that channel before moving on to the next strategy.
Managing multiple channels can quickly become chaotic and stressful
Did you know that the average B2B content marketer creates 13 types of content?
You heard it right—13!
That, in and of itself, is a lot of work.
And just imagine combining that with multiple other channels at the same time.
Things would get hectic in a hurry.
Social media can be pretty intense as well. The average B2B content marketer is active on six different networks: