Unless I know your business, it’s an irresponsible piece of non-advice.

I am amazed at how many newsletters, articles, and posts simply repeat the same mantra over and over, and yet the only thing that changes is the “channel of the day.”

I call it the Shiny Object Syndrome. What’s popular gets the attention and becomes the focal point of marketers and managers. Unfortunately, most marketers jump on board out of fear – the fear of missing out on the next big thing.

A few years ago, the headlines rang out the promises of using Twitter and Facebook – both of which are seeing major declines. Businesses who invested in Facebook as a major marketing channel are scrambling. Now, they have to pay to play.

However, there are businesses that are immune to these headlines. They don’t fall for the shiny object.

The best resistance to these overblown promises is to know WHAT works and WHY.

The first step is to know your own data. This means knowing what makes you the most money, what particular channels are the most profitable, and why. Being able to analyze your own data and measurements is the singular most important step of the filtering process.

Becoming effective in this area will become a lens through which you will see every aspect of successful marketing differently. Your own data is the standard.

If you have objective data that proves one channel (i.e. your blog) is generating income, you know it would be counterproductive to take money from your blog and put it towards another channel. Essentially, if you are not familiar with your own data, you will not have a good basis for making other decisions.

The Bottom Line: Don’t fall for the headlines that give a prescription without a diagnosis.

No one knows your business like you do.

Spend the time to know your own data and find WHAT is working and WHY it is working – then you’ll know HOW to make it work more!