to say “no” as a digital marketing professional //

When you say “yes”, you’re saying “no” at the same time.

We have a limited amount of time, so by accepting a task, project or experiment you will be denying yourself the opportunity to do many other things.

When to say “yes” or “no” is important.

We should be more resolute in saying “no” to digital marketing.

• SEO campaigns are doomed to failure due to lack of planning.
• Marketing Technology That is below budget, but does not meet your needs
• Meetings that are not necessary and do nothing.

Saying “no”, is powerful.

Here are some ways to say “no” in the digital marketing world.

1. Use data

We use data in convincing arguments, and gaining client buy-in.

Why not use the data you use to convince others to accept your proposal?

Digital marketing is awash with data, but it’s important to use it well. Data that is relevant, timely, and concise must be used.

Relevant data

Take into account all data sources relevant, including those that are less obvious.

Use Google Ads data, for example, to advise against launching a campaign in Google Ads.

Pull any other relevant data to create a complete picture.

Data that is timely

Ensure your decisions are aligned to market trends and performance by using timely data.

Using data from last quarter will be more effective than using data two years old.

If you use the latest data, your audience is likely to agree with what you have to say.

Concise data

Now that you have timely and relevant data, it is time to create a compelling narrative.

To make a convincing argument, it is important to be concise and avoid unnecessary details.

Brevity is the best friend when you are trying to make a strong point.

Data may not be able to support your argument, if they are not relevant, timely or can’t be communicated in a concise manner.

You should rely on your expertise in digital marketing and your gut instinct to justify your “no”. Your decisions should not be data-dependent, but rather data-informed.

2. Expertise is a valuable asset

Your skills and experience were the reason you were hired, so trust your gut and rely on it when explaining why you said “no.”

Be sure to be calm, rational and persuasive in your arguments. Listen to and consider alternative viewpoints.

It will be harder to do this depending on your audience and how you relate to them.

When you have an established working relationship based on mutual respect and trust, it can be as simple as having a five minute conversation using anecdotes to create a convincing story.

Conversations may need to be more refined if a relationship is just beginning or is on rocky ground.

If time is limited and a quick answer is required, it may make sense to trust your gut.

You will be able to make better decisions if you trust your gut instinct the further along in your career you get.

Consider asking for advice and help from an experienced practitioner if you are a more junior.

3. Prioritize goals

Any professional relationship benefits from having clear goals and priorities.

You may not have a clear direction, or a connection to the larger goal.

Goals and priorities can also be used to justify saying “no.”

Goals

Saying “no” to a request that doesn’t work towards or accomplish a goal agreed upon can be as easy as pointing out your goals and showing the request how it does not align.

If the requestor rejects the argument, it can lead to disagreement and “scope creep”.

How much you push back should be determined by your relationship with the person making the request. You should also consider the importance of the request in relation to larger business goals.

If a request has no greater business purpose, “no” might be the appropriate answer.

If the request is part of a larger goal, it may be justified to say “yes.”

You should not disagree with a request until you understand its priority in relation to other requests that are planned or outstanding.

Prioritization is crucial to making informed decisions.

Prioritization

Prioritizing is essential to achieving success. Prioritization helps us spend our time more efficiently.

Prioritizing goals will help you determine which are most urgent and which are best left for later.

Digital marketers with experience should always encourage their clients to prioritize goals.

Prioritizing to say “no”, can be as simple as identifying the goal with which the request is aligned (if they are not, consider saying “no”), and then prioritizing the goal in relation to your current workload.

If the request is for a goal of lower priority, you should say “no”. Explain that your current focus is on higher priority goals.

The importance of goals and their changing nature must change with the business environment.

While it is common to change goals and priorities, changing them constantly makes them useless and confuses your people and resources.

How to say ‘no” gracefully

No way is right or wrong to say no. You should consider the situation, the people and the time when you decline a request.

You can present a “no” that is as convincing as possible by using data, relying on your expertise (trusting in your gut), and understanding how goals and priorities align.

The post Saying ‘no” as a digital marketing professional first appeared on Search Engine Land.