You’ve Got to be Flexible to be a Good Marketer

Posted: December 17, 2015

Topics: Digital Marketing, Culture

A few weeks ago, I wasted blood, sweat and tears on the blog post, “Everything a Digital Marketer Needs to Know About Reaching the Right Audience Through Social Targeting.”

Well, okay no. I didn’t waste blood, sweat or tears but I did spend hours researching and crafting the perfect blog post to explain both paid and organic social targeting options for marketers. I went to various platform websites, I found research, I took screenshots of these capabilities in action and more. I double checked my information, I routed the post through proofing. I had coworkers and peers review it to see if anything was confusing or misleading.

Needless to say, I really wanted to get this piece of content right.

Because I was working simultaneously on other projects, this process took me about two weeks to complete. As I was uploading the post to the PUSH 22 blog, I noticed one of my screen shots for Facebook was a bit off.

“Okay, no problem,” I thought to myself. I’d just take a few minutes to run over to Facebook and take a new one. Easy peasy.

But, it wasn’t that easy.

When trying to target an audience organically for my new screen shot, I noticed that the Facebook had changed their targeting options. I no longer saw a dropdown menu when I clicked on the crosshair. Instead, a shadowbox popped up with expanded options for both News Feed Targeting and Audience Restrictions appeared.

I was flabbergasted that something this drastic had changed in the course of two weeks. Even more, this change happened “under the radar,” because, as an avid industry blog reader, I didn’t see any note about this platform change.

All of my hard work and research on audience targeting for organic Facebook posts went down the drain.

So, what did I do?

Well, I cussed a bit. I insisted a coworker of mine (also page admin) check to see if the same box opened up for her. I threw a mini-internal temper tantrum and then I got back to work on finding out everything I could on these new targeting options.

In that moment, I realized that the universe gave me a VERY important reminder : a good marketer is prepared and flexible.

We can spend hours and hours crafting the perfect blog post, the best infographic, the most engaging one-page website but none of that matters if we don’t have a process or system in place to allow for flexibility in case of an emergency.

Luckily, I’ve perfected a process that works for management, creative and myself that allows for situations such as this one. To save myself headache and stress, I develop a social content calendar ahead of time for approval so that if something like this happens, I’ll have approved back-up content ready to go.

This pre-approved calendar gave me 1-2 days to update the post, reroute, and push it live, without having a break in published content on our social channels.

Sure, revamping a process to include more flexibility isn’t always the easiest thing and what works for my position won’t necessarily work for yours; however, as marketers, we need to remember that it’s our job to ensure our processes and organization allow for some flexibility so that we can tackle whatever the day may bring.

This post was written by K. Fodera, Digital Content Manager at PUSH 22.