how to prioritize your digital marketing tasks and with timestamps YoutubeScribe.com

[0:00] As a marketer, I'm sure you've got an endless
list of things to do.
[0:03] Or maybe you get distracted by new marketing
strategies you want to try.
[0:07] But with so many things to do, and so little
time, how do you prioritize your marketing
[0:12] efforts for maximum effectiveness and efficiency?
[0:16] You're about to find out in this video.
[0:18] Stay tuned.
[0:18] [music]
[0:22] What's up marketers?
[0:23] Sam Oh here with Ahrefs, the SEO tool that
helps you grow your search traffic,
[0:27] research your competitors and dominate your niche.
[0:30] If you're unfamiliar with our company, we're a team 
of around 50 people with just 9 in marketing.
[0:35] Now, to put this into perspective, our competitors
have 300% to 1300% times more bodies than us.
[0:43] Yet somehow, we've still been able to make noise
[0:46] and grow our revenue in a competitive industry.
[0:49] So today, I want to share a step-by-step process
you can use
[0:52] to prioritize your marketing efforts effectively 
and efficiently.
[0:57] Let's get to it.
[0:58] Alright, so step #1 is to remove distractions
that hinder efficiency.
[1:02] Listen, if there's anything you do throughout
your workday that decreases your efficiency,
[1:07] then it's best to remove them from your daily schedule.
[1:10] For example, if you check your Google Analytics
everyday with the purpose of eyeballing traffic stats,
[1:16] then I'm almost positive you're wasting precious time.
[1:19] I can't tell you how many people I've spoken to
[1:22] who start freaking out because of one slightly 
lower day in traffic.
[1:26] If that worries you, then it'll most likely
affect your performance in a negative way.
[1:31] Let me explain.
[1:32] Let's say you saw a couple days where your
traffic decreased by 10%.
[1:36] This may lead you to believe you've been penalized.
[1:38] So you go and search for the latest Google
algorithm updates
[1:41] and find out that something happened a few 
months ago.
[1:45] So you start reading about penalty recovery.
[1:47] And you spend hours trying to implement tactics
that people are just speculating.
[1:52] And before you know it, your whole day has passed
[1:55] and you haven't touched a single thing on your to-do list.
[1:58] So stop.
[2:00] Other common activities are checking your social media networks for likes, follows, retweets, or comments.
[2:06] Yes, it's important to engage if you're using
these channels, but your social presence isn't
[2:12] going to die if you don't respond within an hour.
[2:15] Limit these kinds of impromptu activities and 
set scheduled times to analyze your analytics.
[2:21] You'll find yourself saving time and more
importantly, staying in the right mindset
[2:25] while working on tasks that matter more.
[2:28] Finally, don't allow yourself to get distracted
by "Shiny tactic syndrome."
[2:32] This is when you hear about a new tactic,
and you drop everything you're doing
[2:36] to give it a shot, only to abandon it halfway through.
[2:40] So bottomline:
[2:41] You don't need to be active on every social media network because a guru told you to.
[2:46] You don't need to check your real-time stats
on Google Analytics every 4 hours.
[2:51] Not everyone needs a mobile app.
[2:53] And you don't need to respond to every email
within 5-minutes flat.
[2:58] Life will go on.
[2:59] Alright, now that we've cut some distractions,
step 2 is to figure out what's working for you.
[3:05] Rather than letting FOMO kick in and dropping
everything you're doing, this step is all about
[3:09] identifying the marketing channels and
strategies that are working for you right now.
[3:15] And the way you do this is by separating these
marketing activities into three categories.
[3:20] Category one are channels and strategies that
are already working for you.
[3:25] And by "working," I'm referring to generating
more customers to your business
[3:29] over vanity metrics like pageviews.
[3:32] Rather than guessing, this is where you
need to do a deep dive into your data sources.
[3:36] So that might be looking at your Google Analytics
conversion rate or new customer sign-ups.
[3:41] If you don't have conversion tracking set
up, another great way to dig up this information
[3:45] is to do one-on-one calls or emails with customers.
[3:49] You can ask them questions like:
[3:50] How did you learn about us?
[3:51] And what made you purchase our products or services?
[3:54] If you have a decent sample size of customers,
I'm confident you'll start seeing patterns
[3:59] and be able to identify your core marketing channels.
[4:02] An example for us, would be our blog and YouTube
channel, which we use to educate current
[4:06] and prospective customers on SEO-related topics.
[4:10] These are two marketing channels where we
spend a ton of our time, resources, and focus
[4:16] simply because they work.
[4:17] The second category are things that don't work.
[4:20] And by not working, I'm referring to things
you've actually given a fair shot.
[4:24] Write down these activities and remove them
from your workflow.
[4:28] And the third category are channels and strategies
you'd like to try.
[4:32] A good way to do this is to have a running list 
of brainstormed ideas.
[4:36] You can do this easily using Trello, where
anyone can add new ideas, and casually discuss
[4:40] different opinions or approaches within the cards.
[4:44] I cannot stress how important it is that you're
able to identify activities
[4:48] that are proven to deliver ROI.
[4:50] Because if you focus your attention on unproven
activities, it'll eat into time and money
[4:56] you could have spent on doing something 
more profitable.
[4:59] Alright, step #3 is to delegate critical tasks
you don't need to be involved in or share
[5:04] the workload with more capable team members.
[5:07] Let's say you did an SEO audit on your website.
[5:09] You may be the best person to identify issues
and prioritize what needs to be fixed.
[5:15] But you don't need to be involved in fixing every 
little thing.
[5:18] For example, if you find some missing 
meta descriptions,
[5:21] you don't need to be the person to write all of these.
[5:24] You also don't need to update them on the site.
[5:26] While the tasks may be small, they add up
and affect your mental capacity to focus on
[5:31] other tasks that require your expertise.
[5:34] The way to solve this is to break your critical tasks 
into bite-sized pieces and delegate where possible.
[5:40] For example, if you're like us and create blog content, you need to do your keyword research
[5:45] write your blog post, edit it, create a featured image, 
and then upload everything to WordPress.
[5:50] Then you probably share everything on social media
and write up an email for your newsletter.
[5:55] If you're doing all of these activities, then
my guess is that you're doing too much.
[5:59] And this isn't a compliment.
[6:01] It's inefficient and for the most part, ineffective.
[6:04] Let's look at this list and break it down.
[6:06] Keyword research can easily be systematized.
[6:09] In fact, we have videos on how to do keyword
research where you can literally copy our process.
[6:14] As for editing posts, I think every writer should do it
to a certain extent.
[6:18] But after writing for hours upon hours, you're
eventually going to become blind to errors.
[6:24] At Ahrefs, we have Josh, who's our head of content.
[6:27] Anytime someone writes a post for our blog, he's 
the one who's going to edit and provide feedback.
[6:32] Then it goes back to the author, who's responsible
for amending the fixes.
[6:36] Josh will then do a final edit and publish the article.
[6:39] So what about when Josh writes a post?
[6:41] How do we ensure his content is the best that it can be?
[6:44] I edit it and provide feedback.
[6:46] This editing and review process allows us to always 
put our best foot forward without burning anyone out.
[6:53] Next on the list is creating featured images.
[6:55] This one is simple.
[6:56] If you're the writer, don't create them.
[6:58] Instead, create a detailed description of
what you'd like to see and send it to a designer.
[7:03] We have an awesome designer on our marketing
team, but we still occasionally send these
[7:07] to a freelancer when our internal designer
is bogged down with more critical tasks.
[7:12] Now, we need to upload everything to WordPress.
[7:14] And since we work primarily in Google Docs, we
actually use a tool called Wordable,
[7:19] which exports Google Docs straight into WordPress.
[7:22] Since it doesn't take very much time using
this tool, we normally have Josh, who does
[7:27] the final edits to send them to WordPress.
[7:29] Ok, so maybe you don't have a huge budget
to pay people salary.
[7:33] But you can use networks like Upwork or Fiverr
to work with contractors on a per-job basis.
[7:39] A simple way to know whether it's worth hiring
is to put a monetary value on your time.
[7:44] Now, it's important to note that you need to somewhat objectively decide your monetary value.
[7:49] So if you had a gig where you spent 1 hour, and you made a thousand bucks,
[7:53] it doesn't mean you're worth $1,000/hour.
[7:56] Just be honest.
[7:57] So let's say you think your time is worth $30/hour.
[8:00] And it takes you about an hour to upload your
document to WordPress
[8:03] and make sure there aren't any errors.
[8:05] Now, if we look on Upwork using the keyword,
"Wordable," you'll see a couple of potential
[8:10] prospects who have mentioned it in their profile.
[8:12] And it looks like this person might be good to try
[8:15] who may be able to do your job at 4X less than your personal hourly rate.
[8:20] But you should always trial and make sure
they can deliver the quality you're looking for.
[8:25] Let's move onto step 4, which is to document
your micro tasks and delegate some more.
[8:29] When I first started creating videos for Ahrefs' 
YouTube channel,
[8:32] I was asked to "create awesome educational content."
[8:35] So for the first little while, I did almost everything:
[8:38] сontent ideation, scripting, recording, producing, editing,
[8:41] closed captions, writing descriptions and tags, thumbnails, uploading,
[8:45] social media scheduling, and responding to comments.
[8:48] But as time went on, I was able to start training
and delegating tasks
[8:52] to other people on our team who are more capable.
[8:56] And even though we've lost some people throughout
my time here, onboarding new talent has been
[9:00] a cinch because of solid documentation.
[9:04] We have detailed documentation on all of the
effects we use in our video editing programs.
[9:08] We have a video on doing the closed captions 
for our videos.
[9:12] We have a document for doing translations
of our closed captions.
[9:15] And another document for how we write our
YouTube descriptions.
[9:19] These are all micro tasks that used to overwhelm me.
[9:22] But with our video team handling small tasks
here and there, they've made my life easier,
[9:27] and our videos a lot better.
[9:29] Document your micro tasks and delegate appropriately.
[9:32] And the result should be more output and better
focus in the areas where you're most effective.
[9:37] With your documentation in place, you should
be able to find people who can help you complete
[9:42] more work in less time.
[9:44] So it's time to move on to step 5, which is
to scale what you're doing.
[9:48] To illustrate my point, when I was creating
videos for our YouTube channel, I was producing
[9:52] a maximum of one video per week.
[9:55] After our team started taking on these micro-tasks, I can put out around 2-3 videos
[10:00] in the same amount of time.
[10:02] So to scale this process even further, it's simple.
[10:05] Identify bottlenecks and breakthrough by modifying
processes or hiring additional help.
[10:11] This is something we're doing right now and
it's allowed me to allocate more time to other
[10:16] marketing channels and projects outside of
weekly YouTube videos.
[10:21] For example, I've been able to speak at conferences.
[10:24] Get YouTube Ads to work for us.
[10:26] And provide some training to others in our
group like our outreach manager,
[10:29] who's absolutely crushing it right now.
[10:32] Had I continued to try and run YouTube all
alone, none of this would have been possible.
[10:37] Let's move on to step 6, and that's to experiment
with new things.
[10:41] If you've been following Ahrefs for some time,
then you know this guy: Tim Soulo.
[10:45] He joined Ahrefs four years ago as pretty much
the only person on the marketing team.
[10:50] He handled the blog and YouTube channel, hired
new people to the marketing team,
[10:55] trained them, and contributed to the development of
our product.
[10:59] And it wasn't until last year when he was
able to let go of these two channels he had
[11:03] built to people like Josh and I.
[11:05] So this year, Tim has been able to speak at
a lot more conferences, contribute more time
[11:10] to the product, and be on over 20 podcasts
in the last 4 months among many other things.
[11:16] And as we continue to experiment with new
channels, we're just going to rinse and repeat
[11:20] steps 1 through 5 focusing on only the things that
are working for us and the low-hanging fruit.
[11:26] Now, I'd love to hear from you.
[11:28] This video was clearly outside of what we
generally publish on our YouTube channel,
[11:32] so if you want to see more content like this, let me know in the comments.
[11:36] And of course, make sure to like, share and subscribe
[11:38] for more actionable SEO and marketing tutorials.
[11:42] So keep grinding away, focus and scale what's
working right now, and I'll see you in the next video.

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