Overwhelmed by Marketing? Here's How to Choose What to Do Each Week

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A fantastic question landed in my Voxer inbox this week from a consulting client, one that's been swirling in my thoughts ever since:

“How do I choose what marketing to do each week?”

Now, let's be clear: I'm not about squeezing every last drop of “productivity” out of ourselves in service of marketing.

Frankly, the relentless pursuit of more productivity often does more harm than good. However, I do have years of experience navigating the messy reality of juggling multiple priorities without throwing in the towel.

So, how do we tackle this very real challenge of deciding what marketing tasks deserve our precious time each week?

Here's my approach to setting marketing priorities, step by step::

Step 1: Map Your Marketing Landscape

First things first, let's get a clear overview of all the marketing projects vying for your attention. I find it incredibly helpful to use a simple matrix:

This is a tool I use a lot with clients (and myself). It's a good way to get a clear eyed view on what's important.

This matrix is a game-changer for gaining a clear-eyed perspective on what truly matters. I encourage you to really focus on the activities and projects that land in the top row of this matrix.

Sometimes, things in the bottom quadrants might feel important, even if their immediate impact is low (our recent CRM migration, for example, was a significant effort with a relatively low immediate impact, but it aligned with our values in the long run, making it worthwhile).

Step 2: Choose Your Focus for the Quarter (or Month)

Now, let's narrow things down. I recommend selecting 3-5 key projects to focus on this quarter. If you prefer a more agile, monthly approach, just pick one.

Seriously, be strategic and restrained here. Most of us have to-do lists that could stretch to the moon. Let's aim for actually getting things done! The other projects? They can wait until next quarter.

Step 3: Categorize Your Chosen Projects

Once you have your focus projects, assign each one to one of the following categories:

• Big-picture work: These are the strategic initiatives that lay the foundation for future growth.

• Quick wins: These are smaller, more immediate tasks that can deliver noticeable results relatively quickly.

• Fun or experimental: These are the projects that spark your curiosity and allow for some playful exploration.

Personally, I thrive on a mix of all three. Seeing the results from a quick win (like "Update my three most popular blog posts and submit them to Google Search Console") provides a fantastic motivation boost because I often see movement within days.

Big-picture work, such as planning a new program, keeps my vision focused on the future, which is also incredibly motivating because it's exciting to imagine what's to come.

And those fun or experimental tasks? They're awesome! They allow us to gather data, see what resonates, and intentionally inject some much-needed playtime into our work lives.

Step 4: Schedule Non-Negotiable Marketing Time

This is where the rubber meets the road. (Yes, I know I say that a lot.)

Seriously, open your calendar right now and block out dedicated time each week to work on these chosen projects.

If you're a daily habit person, carve out as little as 30 minutes every single day. Protect this time fiercely—no client calls, no interruptions. I personally operate on a weekly rhythm, with dedicated blocks on Mondays and Wednesdays for my internal projects. And guess what? Those blocks are sacred.

Step 5: Start with What Lights You Up

When your scheduled marketing time rolls around, I wholeheartedly encourage you to begin with the project that excites you the most. Yep, start with the fun stuff.

Now, this might not sound like the most “strategic” advice, but it's incredibly motivating! If a project feels fun, it genuinely feels less like work, especially if it pushes you slightly outside your comfort zone.

Once you've built some momentum, you can certainly make more "strategic" choices. But to get started, lean into the fun.

And remember, “doing the thing” doesn't always mean being glued to your computer. Sometimes, it's about stepping away – heading out into nature, letting your mind wander, and perhaps even dictating some notes for your next blog post or newsletter. Let's push back against the idea that productivity only happens behind a screen.

Step 6: Resist the Urge to Overdo It

We are staunch advocates against burnout here. And the best way to prevent it is by not biting off more than you can chew. So, when your scheduled marketing time is up, walk away. Seriously. Don't try to squeeze in “just one more thing.”

Consistent marketing and business development over the long haul will have a far greater cumulative impact than frantically trying to tick off every single future task for some imaginary gold star.=

Don’t Forget to Review and Tweak Regularly

Make it a habit to review your chosen projects each month or quarter. Maybe a "difficult but high impact" project wasn't as tough as you anticipated – that's valuable data for future planning. Perhaps you've overloaded yourself or realize you need some support. This regular review allows you to adapt and adjust.

If this framework doesn't perfectly align with your unique way of working, please take it as inspiration and adapt it to fit your needs. It's a guide, not a rigid set of rules. My hope is that, in whatever way you choose to use it, this guidance helps you burnout-proof your marketing efforts and find a sustainable rhythm.