5 Ways Unstick Internet Marketing Campaigns

Ian Lurie

Stop me if you’ve heard this one:

Your boss really wants to get started on their campaign, but the IT Department doesn’t have the resources. Or maybe they need to ‘get everything else in line’ first. One thing leads to another, and suddenly it’s been 6 months since you got that strategic plan approved, and nothing’s happened.

You can always try my method: Increase sarcasm in proportion to time passed.

However, that’s never worked. So here are a few more constructive suggestions:

  1. Provide concrete ideas: Don’t wait for the boss’s request, just show them your concept.
  2. Get permission, one step at a time: Divide your campaign into individual actions, complete them one at a time, and then get permission to go to the next step.
  3. Take a flyer: I don’t recommend this unless you’re pretty secure in your job or client relationship, but sometimes throwing $2000 and some experimental time at a test campaign can prove the concept and give the campaign a kickstart.
  4. Go organic: If the hours are approved but the ad budget isn’t, get creative. Try blogging, organic SEO, etc..
  5. Bubblewrap: Tape bubble wrap to your walls, and pound on it. Then move on. Sometimes, nothing will pull your project out of the muck. If that’s the case, and you’ve tried everything, it may be better for your health, your career and your sanity to just move to the next thing.
cleaningkit copy

None of these are cure-alls. I grind my teeth daily. But they can help when you’re almost at that tipping point.

Any ideas you’ve used in the past that have worked? Or failed?

Ian Lurie

Ian Lurie is founder of Portent. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). Ian's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Ian is now an independent consultant and continues to work with the Portent team- training the agency group on all things digital. You can find him at www.ianlurie.com

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