The new year is almost upon us, and there is no better time to look at what worked over the past year, what didn’t and then do the most important part — change. If marketers aren’t changing, they’ll undoubtedly find their success slowly but surely fading a way.
The rules of online marketing are constantly being rewritten. Books need to be updated, new blog posts contradict old ones and marketers are asking why what worked before no longer does. In this space, routine is the enemy.
Businesses and their employees like routine. Routine makes life simple. You know what you need to do. You know what others need to do. And the job is done until tomorrow when it happens all over again.
An Age of Change
This kind of approach sums up how many brands have approached social media marketing. Create content. Post content. Repeat. In an age where paid social content, visuals and video have gained prominence that routine doesn’t even come close to setting a brand up for success.
Then there are the constantly changing platforms. Facebook’s once begrudged right-hand-side ads are now showing signs of success. Video is just as critical on Facebook as it is on YouTube, and Promoted Pins are coming soon to Pinterest. These are just a few of the changes that have come out in the past few months alone.
Routine prevents any brand from recognizing and responding to changes in the marketplace. Brands that are in a routine need a jolt. That jolt can start by looking at analytics, evaluating competitors and identifying opportunities to regain a competitive edge.
Process vs. Routine in 2015
Routine is bad. It’s habitual, passive and lazy. It doesn’t change. Process, on the other hand, is important. Process involves putting in place deliberate methods to get work done with room for improvement along the way. Processes can be optimized and reworked.
Break the habit of routine. Adopt processes that will ensure the work gets done while providing ample room for improvement and evolution.
Are you stuck in a routine?