As a marketing professional, it can be difficult to regulate time and get all of the required tasks done in a day. In an industry that is quite demanding and always changing, a marketing expert has to be on top of his or her game to be efficient. For this reason, having the ability to delegate tasks is invaluable — even though the concept may be easier said than done for some.
Let’s use an example
of a digital marketing professional who is self-employed. Rather than working
for an agency or in-house for a company, this individual prefers to take on
projects solo. Great! However, what happens when things get busy and suddenly
there is more work than one person can manage?
Of course, this is a
good problem to have, many would argue. However, when someone is spread too
thin and takes on too much, the quality of work and the level of customer service
can suffer as a result.
But how does a sole
proprietor delegate? What happens when the work just keeps coming, but there
isn’t enough personnel to handle it? Here are a few best practices for
delegation that can be applied to any marketing professional.
Value of the Freelancer
Just because a
professional works on their own, that doesn’t mean they can’t hire help every
now and then. Let’s say that managing clients’ social media is getting to be
too time consuming to hold value. Or, let’s say that social media is not the
marketing expert’s wheelhouse. Yes, this happens! Not everyone is good at
coming up with clever captions, engaging with audience members, and researching
hashtags. Plus, this takes time!
Hiring a freelancer
to handle work that could be moved off of your desk can be highly beneficial.
Of course, it’s important to ensure that the freelancer is well-qualified, as
you do not want the quality of the work the client sees to suffer. But there
are many platforms on which freelancers can easily be found and hired. The cost
of hiring is often low enough that it’s worthwhile to move some more menial or
time consuming work off of your plate.
It’s OK to Say No
Every person who is
self-employed hesitates to turn away work. Additionally, every agency or
company has trouble saying no. After all, more work means more money, and who
wouldn’t want this?
But sometimes, the amount of work is just too high to guarantee quality. Let’s say you have a potential client who wishes to hire you for some marketing consultation, but your schedule is completely booked.
Rather than saying
yes and “just figuring it out”, take the time to look at how the schedule may
shake out over the coming weeks. Don’t be afraid to work with the client and
find a timeline that works for you, too. Of course, some clients will be in
more of a hurry, but often times the client wants to work with a specific
professional and would rather be worked into the schedule and receive good,
quality work in return.
Delegation is not a
loss. Learning how to delegate properly and how to say no sometimes is
important to any professional success. After all, no one wants to receive
sub-par work. As a marketing professional, it’s important to know your limits
and know how and when to say no. For in-house professionals or for agencies,
learning how to structure workflow so that it maximizes the skill set of each
employee will maximize returns over drowning them in work any day.
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Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR
Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals.
Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 250 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions.
Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR.
Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller.
A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities