Weekly Marketing Management:
How Much Time You Should Expect To Spend
Have you ever logged your time?
I’ve tracked time for client projects, or internal marketing, but not yet for my day-to-day LIFE.
But I have friends who have raved about the benefits of keeping a time log for a week or a month to identify time wasters and increase your productivity.
Or to study how you use your leisure time and space outside of work.
Or to form better estimates for future client projects, based on real data about how long certain tasks take you to complete.
Friends say once you do this, you’ll see patterns emerge on the page…
And you’ll realize: some things take WAY longer than you expect them to.
Well, what I know for sure is that marketing tasks generally take longer than people expect them to.
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Marketing tasks are likely on that list of “things that take longer than you plan for.”
So, I thought I’d share with you how much time I think you should devote to marketing management each week. Let’s go wrench to hammer to nail in your marketing toolkit…
Content & Copy
5 hours per week (or batch monthly!)
You’re probably going to need an hour per day to write copy, create graphics, source images or make videos for your business. Better to build in the time and end early than realize you ran out of time to write that article you planned for.
Your best bet, though, is to “batch create” content for your business and schedule it out in advance. (I teach about batching and share some creative prompts in one of my marketing master classes.)
1 hour per week
Maybe you don’t need a weekly appointment with your website, but I bet even 30 minutes of poking around your analytics would give you a few ideas of how to improve your user experience, re-direct visitors, engage them more deeply and show you what content attracts the most attention so you could make more of it.
1 hour per week
I highly recommend working up to sending weekly emails to your subscribers. In just one hour a week, you can better segment your list so people only receive what they care about, re-send emails to those who didn’t open them the first time, with a different, catchier subject line, and so much more! Don’t forget to check in on your open rates and click rates for automated series, too!
7 hours per week
If you batch create your content and schedule it in advance, it takes less time to post it. But posting and peacing out is NOT recommended. Stick around when you post something on social, and interact with some of the folks who are engaging with your content. Not only will it boost your organic reach, it may also spark some real connections with your best-fit audience.
Remember, social is meant to be social. At least half your time on there should be spent conversing with people, not just creeping on them.
Relationships & Client Care
4 hours per week
You should be spending at least a half hour every day delighting the people you work with and/or connecting with new people through IRL coffee dates, networking groups in alignment with your values and online communities related to your field of work. Don’t think of this as cold calling (that rarely gives your business a boost). Approach new connections with curiosity and openness, and most importantly, generosity of spirit.
Give some easy-peasy free advice here and there. Shoot a note to a client just to say hi. Send a get well card when you hear they’re feeling under the weather. This “marketing work” will have the biggest impact on your business.
SOME MARKETING DOS & DON’TS
I recently released The Ultimate Beginner’s Guide to Marketing in 2020, an hour-long DIY workshop to learn and embrace some of this year’s most important marketing trends.
“But Amy! That’s up to 18 hours spent on marketing management per week!! And I have 0 hours left! I’m spent!”
Well, my friend, here’s the hard truth: if you did track your time, I bet you could find that 18 hours. You could reclaim a weekly Netflix binge session for the advancement of your business. You could order groceries for delivery instead of taking the hour trip back and forth. You could ask your partner to pick up the kids one more day a week.
You might batch some of the above in one afternoon and realize you don’t even need that full 18!
Not only that, but if you have no time to market your business, it means it’s time to hire help!! You do not have to do this alone. Every entrepreneur or small business owner I’ve ever talked to has wished they hired help sooner than they did. Hiring help leads to more revenue, because there’s greater capacity to expand. If your budget is what’s holding you back, hire someone to work on just one thing, very part-time. You’ll see soon enough that what you pay them comes back into the business, because suddenly, you have more space to accept that business!
And for those of you who are still a little freaked out… Honestly, just spending half this time per week on your marketing management would be a huge win for your business. Consider what you can change in your schedule to make it work. And let me know how it goes.
I strategize, consult and manage digital marketing and communications for small businesses and creative entrepreneurs. I’m based in Brooklyn, because I have a thing for exposed brick, cozy, local coffee shops and the can’t stop, won’t stop energy of New York.
Because I work with small companies, I get the chance to really know my clients – what makes them tick and how and why they should stand out in a crowded marketplace. A lot of my clients have a smaller staff, a limited budget and are already stretched thin for time. This leads us to tailor marketing strategies and solutions to each company’s unique needs and actual capacity.