Successfully marketing your business or a client's business means embracing a lifelong journey of learning and staying abreast of the latest trends in marketing communications and public relations. But with this lesson comes the challenge of navigating a flood of expert advice. We've all come across those anxiety-inducing headlines that grab us with urgency: “The Worst Days of the Week to Post on Social Media,” “Why You Should Never Pick Up the Phone When You're Talking,” “The Top 5 Things Journalists Do do not Want in a field”, “Follow this word count for a successful blog.”

In today's modern world of social media and online news, everyone seems to be an expert with an opinion. However, it's important to recognize that not all advice is valid, and savvy marketing professionals must carefully evaluate what really applies to their unique situations.

Take, for example, the countless articles advising the best days of the week to post on social media. New articles appear regularly, each featuring new surveys and research. However, these articles often contain conflicting information and are based on data collected from tens of thousands of businesses.

For example, HubSpot published an article on the best days to post in 2024, based on a survey of 30,000 businesses, suggesting that Mondays, Wednesdays and Fridays are ideal. But what if your business thrives on weekends? A restaurant, for example, might find it useful to post early in the day on Saturday when its audience is planning weekend activities.

Related: Don't Fall For These 3 Marketing Myths – Here's What To Do Instead

Another example comes from an article my team came across recently that advised never to pick up the phone when raising a reporter. The word “never” is strong, and in this case, it's not sound advice. In our extensive experience in marketing and PR, we've often found that there are compelling reasons to pick up the phone. At the end of the day, media relations is about building relationships. Over time, we cultivate relationships with journalists who appreciate a call or message.

Additionally, in local broadcasts, sending a news release via email and following up with a phone call has resulted in successful media pickup. News directors have expressed their gratitude for the reminder, leading to media coverage that might not have happened otherwise. The lesson here is clear: While not always necessary, picking up the phone can be crucial in certain situations.

These examples highlight a recurring theme: expert knowledge is valuable, but astute traders must sift through the noise to find advice that truly applies to their unique circumstances.

What does it mean to be smart about marketing tips?

Trust your data: Do not prioritize third party data over your own. Social media platforms and analytics tools can provide insight into when your audience is most active and engaged. Google Analytics can reveal which blog lengths drive clicks and increase search results. Often, you hold the key to what works best for your unique industry, business or customer. Your data is a treasure trove of insights that can guide your marketing strategy.

Rate your experience and expertise: If you have been working in marketing for your business or client for a long time, trust your instincts and experience. You probably already know what gives the best results. Don't ignore that knowledge! If calling certain media contacts has proven successful, continue to do so, regardless of what any expert says. Your experience is an invaluable asset that can lead to better results.

Know the uniqueness of your business: What works for one industry or business model may not work for another. Consider a business insurance company for tech startups; its audience differs markedly from that of a dog toy retailer. The insurance company may find success with longer, more in-depth blog posts for its PhD and MBA audience, while the dog toy retailer may achieve better results with shorter, more entertaining posts. Adapt your strategies to suit your specific audience and location.

Rate the tip source: Consider who is giving advice and whether they are trustworthy. Ask yourself if you trust this person and their sources. Bad advice can lead to harmful results. Make sure the tips you follow are relevant and applicable to your situation. Look for thought leaders with proven expertise and a track record of success. Question the motives behind the advice, as some experts may have hidden agendas or conflicts of interest that could influence their recommendations. Refer to multiple sources to gain a complete perspective and avoid relying on a single point of view.

Related: Worst advice I have ever received

A better, data-driven approach to general advice

We touched on the importance of not prioritizing other people's data over your own — but this topic deserves a deeper exploration. Data, metrics and measurement are the foundation of effective, results-driven marketing and PR. The data provides clarity and is indisputable. All marketing activities should have measurable, data-driven goals.

Data provides great insight into decision making and can be applied to almost any marketing dilemma. Should your Facebook posts be longer or more concise? A/B test and analyze the data. Are you using the right tactics when displaying media? Review your strategies across domains to determine which ones yield the most placements. Should your YouTube videos be 10 minutes or 20? Examine the watch time data to see how many users watch the entire 20-minute video. Data is your ally in decision making.

Related: How to collect digital marketing data in 5 easy steps

Advice from others has undeniable value. Staying abreast of industry trends and learning from other professionals is essential to professional growth. However, the distinction is essential. As you absorb advice, knowledge and research, filter this knowledge to determine if it makes sense for your business or customer. Use powerful measuring tools for it evaluate your findings. Let your data be your guide and remember that while advice can be helpful, ultimately the success of your marketing efforts rests on your ability to tailor strategies to your specific needs.