Avoiding Burnout in Marketing: 4 Tips for a Sustainable Strategy
Marketing is a fast-paced and demanding endeavor these days, and burnout is an all-too common risk among both small business owners and career marketers. To create a sustainable strategy, it's essential to take steps to prevent burnout. We’re going to cover our four favorite strategies to avoid burnout in marketing: limiting reviews and approvals, knowing your content creation capacity, picking your platforms carefully, and finally— knowing when to let the plan go.
Tip 1: Limit Reviews and Approvals
One of the main reasons why marketing campaigns can become exhausting is that they require multiple reviews and approvals. While it can be necessary to a degree to ensure that the content aligns with your brand's vision, it can also get out of hand, becoming an arduous job in and of itself.
To avoid burnout, limit the number of reviews and approvals needed. Ensure that everyone involved in the process knows their role and responsibilities, and make sure that feedback is constructive and clear. And finally – let go of perfectionism (sometimes a tall order, we know!). This way, you can streamline the process, avoid unnecessary delays, and reduce stress levels. Trust yourself, and trust your team. And remember– a typo really isn’t the end of the world.
Tip 2: Know Your Content Creation Capacity
Another way to prevent burnout is to know your (or your team’s) day-to-day capacity, and how that translates to your content creation volume. It's easy to get ambitious and aim for more content than you can handle, which can lead to stress and exhaustion, or in the case of a burned-out solopreneur, throwing your hands up and giving up on marketing entirely (which we don’t want for you!).
To avoid this, set realistic goals for your content creation and stick to them. Consider the amount of time, resources, and support available, and plan accordingly. If you’re a small business owner, also consider life stresses such as caring for dependents, illness, and stressful seasons in your family or home– these are also going to affect how much marketing you can do in a given season. By truly being honest about your or your team’s capacity, you can ensure that you're creating content at a sustainable pace, without risking burnout.
Tip 3: Pick Your Platforms Carefully
Another way to prevent burnout is to be strategic about the platforms you choose. Many marketers make the mistake of trying to be present on every platform, which can be overwhelming, and in our opinion, is completely unnecessary for most companies.
Instead, focus on the platforms that are most relevant to your target audience and that align with your brand's values and vision. This way, you can create high-quality content that resonates with your audience without spreading yourself too thin. Read Pick a Lane in Your Marketing to learn how to pick the best platforms for your business.
Tip 4: Know When to Let the Plan Go
Finally, one of the most critical strategies to avoid burnout is knowing when to let the plan go. While planning is essential, it's also essential to be flexible and adaptable, recognizing that life and its varied seasons affect all of us at some point.
If you’re a small business owner or solopreneur, don’t be afraid to pull back or even hit ‘pause’ on your marketing strategy if you’re going through serious life or business challenges. Depending on your business, you might have to take a temporary reduction in sales— then again, you might not. But pushing through during a hard time isn’t always the answer, and can often do more harm in the long run.
And if a marketing campaign or tactic isn't working, don't be afraid to change direction or abandon it altogether. It's better to pivot and try something new than to continue down a path that isn’t getting you any results. This way, you can avoid burnout and focus your energy on marketing efforts that are more likely to succeed.
Burnout is a common risk in marketing, but it can be prevented. Learn more about creating a realistic marketing approach with the Minimal Marketing Plan– download your free copy here.