As a self-proclaimed perfectionist, I want to address perfectionism in marketing. When you’re constantly learning about new social media features or tricks, perfectionism can be a monster to deal with. My general motto is “done is better than perfect,” which is not a blanket approval to wing your next campaign. But instead, it’s realizing that the best way to really see if something works is to execute and put it out there. If you find yourself saying things like “But what about this copy here” or “We should ask this fifth person what they think,” then you might be thinking too much.
Here are some common occurrences that I observe:
How do I use this new X feature in Instagram? Let’s take the questions sticker as an example. If you don’t want to test this out on your business just yet, use your personal account to try it out. Follow some large brands and see how they’re using the feature. Stories do expire after 24 hours and if it’s a really horrible experience, you can delete the post.
I don’t know what copy works in the ad. What if I waste money? If this is a social media ad, the major networks do offer A/B testing. You can also set budget limits to give yourself some control. If it’s not performing well (define “well” before starting), then pull it.
What if X, Y, and Z happen for the product launch? It all comes down to the planning! I’m not saying scrap all of your planning. I’m saying plan it and if it’s necessary, keep it. If it’s unnecessary and the dotted line doesn’t absolutely match up to a photo but you’re the only one who’s noticing, then move on.
Part of marketing requires anticipating your customers’ needs but the other part is responding to their feedback. You’ll never have a perfect campaign, so it’s probably best to accept that as fact and move on to creating the Next Big Thing.