According to Dictionary.com Best Practice is defined as:
A method or technique that has consistently shown results superior to those achieved with other means, and that is used as a benchmark.
According to former NBA All-Star Allen Iverson, Practice is defined as:
Well, we’ll just let Allen tell you himself
In business, we hear the phrase “best practices” thrown around all the time.
As a matter of fact, we’re willing to bet that if you listen carefully when walking around the office today, you’ll hear someone say something about “best practices.”
Unfortunately, “best practices” has become so commonplace in today’s business lingo that it not only feels over-used, it feels irrelevant.
Look, there are practices (as dear Allen points out) and then there are best practices—you have to know the difference.
So… Are you building best practices or are you just practicing?
Are you truly yielding superior results?
Here at The API Guys, we’ve come to the conclusion that there is no absolutely right or wrong way to do things when it comes to building campaigns.
(There are definitely a few things we’d advise against, but we’ll save that for another day.)
In order to build campaigns that truly yield superior results, we recommend not only split-testing your campaign results but examining the way in which you’re building the campaign.
Am I cramming an unlimited number of actions into one sequence?
Am I using click-tag actions when they’re not necessary?
Am I including the steps in my campaigns to remove action trigger tags from contact records once the action is completed?
It’s a lot to think about.
Today, business moves at the speed of light and because of that we’re frequently pressed for time. More often than not, we fall into just-get-it-done mode, vindicating our actions by saying something to the effect of; “it’s OK, I’ll remove those tags later when I have time.”
The truth is, no, you won’t.
If you’re too busy to do it while you are working ON the campaign, you sure as heck won’t go back in and do it later.
Are you always in that “get it done” mode?
Are you always thinking about the next thing that needs doing?
Being in that mode is certainly not a good practice and if it’s not a good practice, we KNOW it can’t be a best practice. At some point or another, that mode has caused us all to wake up in the middle of the night in an Infusionsoft-induced panic.
Now don’t get me wrong—everything we do here at the API Guys is not a best practice and we’ve made our fair share of
But—we believe in testing, reconfiguring, testing, and then testing some more.
At this point, you’re probably saying:
Who has the time for all that testing?
Guess what?—you do! When you’re evaluating the amount of time it will take to build-out a campaign, make sure you build-in enough time for testing. Don’t establish unrealistic deadlines that will prevent you from getting the job done right.
In order to create a solid business laden with “best practices” and yielding superior results, it is imperative that you tune-in on your work tune-out your distractions. Make sure you have time for testing and evaluating your practices, that way you can eventually attain superior results.
Once you master this process, you’ll not only turn out higher-quality work, but you’ll sleep better at night too.
Until next week, Happy Campaign Building to ya!