For a busy business owner or manager, spending time online reading about marketing can be a tricky thing. Certainly, it’s always good to be informed and keep up on what’s happening, and what kinds of results people are having in different industries or parts of the country. At the same time, no one can know or read everything (not even those of us who study marketing full time), and a lot of what you read on popular forums and blogs ranges from misleading to flat-out incorrect.
All of this can make it tough to decide how much time you should spend on these kind of sites. Generally speaking, we think reviewing them for 5 or 10 min. a day is a good compromise. Here are a few other tips to help you budget your precious minutes appropriately:
Pay attention to colleagues and competitors. The people and companies in your own industry are the ones you should pay the most attention to, since you have similar products and customers.
Use common sense. If something sounds too good (or crazy) to be true, then it probably is.
Look for good advice over detailed knowledge. As a business owner or manager, you should be looking for broad knowledge, not specific tactics, since your marketing partner can help you with these.
Trust your own results more than “expert” viewpoints. Never get so distracted by someone’s opinion that you lose sight of what you’ve already seen to be true for yourself.