If you say “yes” to one thing, you’re saying “no” to something else.
Our time is finite, so when you agree to take on a project, task, or experiment, you are declining many other activities you could be doing.
It’s critical to be intentional about when to say “yes” and “no.”
As digital marketers, we should challenge ourselves to say “no” more often to:
SEO campaigns doomed to failure due to lack of holistic planning.
Marketing technology which is below budget but does not meet our needs. Unnecessary meetings where nothing is achieved.
Saying “no” is powerful.
Here are some strategies for saying “no” as a digital marketer.
1. Use data
We use data to make compelling arguments and win customer buy-in.
Since you’re already using data to win engagement, why not use it to justify your “no”?
Data is abundant in digital marketing, so it’s critical to use it wisely. It is essential to use relevant, timely and concise data.
Relevant data
Consider all relevant data sources, even the less obvious ones.
For example, if you advise against launching a new campaign in Google Ads, use Google Ads data.
Also, pull relevant data from other payment channels to paint a holistic picture (ie lead and revenue data from your CRM, among other sources).
Timely data
Use timely data to ensure your decision is aligned with market trends and recent performance.
Making your case using data from two years ago won’t be as effective as using data from the last quarter.
Your audience will likely agree with your argument if you use the most recent data available.
Concise data
You need to present a persuasive narrative now that you have relevant and timely data.
A key to persuasive arguments is to be concise and not share unnecessary and distracting details.
If you have a strong argument, brevity is your friend.
However, the data may not support your argument if you do not have data that is relevant, timely, or can be conveyed concisely.
Instead, lean on your digital marketing expertise and trust your instincts to rationalize your “no”. Remember that your decisions should be data-informed, not data-dependent.
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2. Use your experience
You’ve been hired based on your skills and experience, so trust your experience and trust your gut when explaining your no.
That said, be sure to make your argument calm, rational, and convincing. Be willing to listen and understand alternative ideas.
This will be easier said than done, depending on the audience and your relationship with that audience.
If you have a mature working relationship with a client based on mutual trust and respect, the way to say “no” can be as easy as a five-minute conversation that uses anecdotal stories to paint a compelling narrative.
However, conversations may require more finesse if the relationship is in its infancy or rocky waters.
Trusting your gut can be pragmatic if time is short and an answer is needed immediately.
The further you go into your digital marketing career, the more experience and knowledge you will have accumulated so that you can trust your gut when making decisions.
If you are more junior, consider asking an experienced practitioner for help and advice.
3. Use goals and prioritization
Clear goals and priorities benefit any professional relationship.
Without that foundation, you can jump from project to project without any direction or connection to a larger purpose.
Relatedly, goals and prioritization can be used to justify your “no”.
goals
When you get a request that doesn’t serve or meet one of the agreed-upon goals, saying “no” can be as simple as pointing out your goals and showing how the request doesn’t align.
This can open the door to disagreement and “scope escalation” if the requester rejects your argument.
Your relationship with the applicant should determine how much you push back. The importance of the request within the larger business goals should also be considered.
For example, if a request does not serve a larger business purpose, “no” may be appropriate.
On the other hand, if the request has a larger business purpose, that may justify saying “yes.”
That said, don’t agree until you understand the request in the context of its prioritization relative to all other pending and planned requests.
Understanding your priorities is essential to making an informed decision.
Prioritization
Without prioritization, nothing is a priority. Prioritization is critical to ensure we spend our time efficiently.
Agreed goals are a good start, and prioritizing them will clarify which are most urgent and which can wait until later.
Experienced digital marketers should always encourage clients to agree on prioritizing goals.
Using prioritization to say “no” can be as simple as first identifying the goal the request aligns with (if it doesn’t, consider saying “no”) and prioritizing the goal relative to your current job.
If the request is for a lower priority goal, say “no” and explain that you are currently focusing on requests related to higher priority goals.
Objectives and their importance change over time and must be flexible to evolving business environments.
While changing goals and prioritization is not uncommon, changing them constantly makes creating them pointless and leaves your resources and people confused and frustrated.
Say “no” gracefully
There is no right or wrong way to say no. Your approach to declining a request is in the context of the time, place, and people involved.
But using data, relying on your experience (trusting your gut), and understanding goal alignment and prioritization will allow you to present the most compelling “no” possible.
The views expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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