Get Everything You Can From What You’ve Got
Get Everything You Can From What You’ve Got
ISSUE #86
You are probably deeply aware of the limits of your marketing budget & team.
TOGETHER WITH
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You are probably deeply aware of the limits of your marketing budget & team.
You need a plan that helps you maximize the value of everything that you do.
Today’s deep dive will share a couple tips to help you get everything you can out of what you’ve got.
Let’s dive in 
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DEEP DIVE –
Part 1:
Don’t Reinvent The Wheel
If you haven’t heard it before, Pablo Picasso has a quote that says that “great artists steal”.
What he meant is that great artists study what was successful and inspiring from others & figure out ways to take (or steal) those elements to make them their own.
This applies to great marketers and growth engineers as well.
Get a member of your team to do an hour or two of research to find the top companies and voices in your market and study them intensely.
Pay special attention to the content that gets the most engagement on social media or ranks highly for the most valuable keywords or the emails that suck you in and compel you to read every word of it.
There are signs from the audiences and the algorithms that you need to court in order to win attention, deals, and market share.
It’s up to you whether you stay aware of the signals or not.
When you know what works, you’re only a step away from infusing it with your brand’s voice, point of view, and unique value proposition.
Bad artists and marketers will try to copy.
Great ones steal.
Part 2:
Repurpose Everything
Transforming content from one medium to another used to be a relatively lengthy and expensive process.
If you had a video or audio that you wanted to turn into text, you had to pay $1 per minute and wait at least a business day or two.
Now you can get huge volumes of transcriptions done instantly for a low, fixed cost from a wide array of SaaS tools.
Businesses today can turn one video into multiple short form clips for social media, an audio for all podcast platforms, and text used for emails or even a lead magnet guide.
And all of the post production work can be done by simple to use tools or can be outsourced to relatively low cost talent on Upwork if you don’t have the proper skills in house.
If you’re taking the time to produce something, then you’re already doing 80% of the total potential work…
…but if you’re only getting one use out of it, then you’re only getting 20% of the total potential value.
This might feel obvious to you for the marketing content you create but there is so much more that is likely being underutilized in your business.
Challenge yourself to think of ways you can do more to “build in public”.
You are already building. There are team members doing noteworthy things in multiple areas of the business each and every day.
The work is already happening, but are you capturing it and sharing it?
Part 3:
Batch Your Activities & Protect Your Time
When you really take a hard look at it, you realize that there isn’t that much time in the day to really get important and valuable things done.
There’s a good chance that you (and key members of your marketing team) are fighting an uphill battle due to the number of distractions & interruptions they have coming at them during the work day.
Your meeting cadence probably isn’t doing anyone on the team many favors either.
If it truly takes 23 minutes to get back into “the zone” after your focus gets broken, imagine the time cost of even just a handful distractions throughout a work day.
If meetings can be shortened, eliminated, or batched — do it.
If guidelines can be put in place for when team members should be available to support one another vs when there are blocked off hours for deep, focused work — install them.
If the lowest value tasks can be automated, delegated, simplified, or eliminated — make it happen.
For any tasks that recur regularly but require a decent amount of time or energy to set up or get into the right headspace to execute at a high level, do a lot of the activity in less frequent batches rather than doing less of the activity on more days.
You can have the best strategy in the world but it won’t matter if you don’t have enough time and energy to see it through.
Figure this piece out and you’ll see your team drive much faster towards your key goals and targets.
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Thanks for reading
Thank you for reading today’s Growth Memo! We hope you enjoyed it.
See you in a few days!
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