Avoiding Information Overload: The Art of Being a Lazy Marketer

January 16, 2014 Kirsten Thornton


Help With Information Overload

If you're looking for a few of the key points on marketing your business, you've come to the right place.

This post may seem long, but it's summarizing 6 years of information. So this is still the lazy version, I promise.

In a day and age where any given question can return over a billion search results in .48 seconds, having too much information might become a bad thing. It's easy to become confused and decide that if you just don't do anything, at least you won't mess anything up.

On this site alone, we've provided upwards of 250 marketing blogs in the last six years. They have all been intended to help guide people for design, content, social media, search engine optimization, and a plethora of things that all lead up to the marketing mecca. I'll be the first to admit that it's a bit overwhelming. Though it's all equally important information, sometimes it's easier to take a step back and figure out what's most crucial to your cause.

Imagine embarking on a new business venture. There's so much to consider: the business name, logo, website design, website content, search engine optimization, social media, marketing, and the analytics of it all-just to name a few. Though some of these things are achieved effortlessly, some require a conscious effort.

To get started in the right direction, pick at least one thing from each category below that you can remain committed to. You might find that immersing yourself in one aspect of marketing can lead to you naturally learning other tricks of the trade, thereby expanding your knowledge in such a way that it will stick with you.


  • Show your difference. Every other company is touting their service, so have case studies and testimonials to reinforce your claims.
  • Identify what your agency stands for.
  • Accept and understand that it's your clients who control a big part of your brand. Collect and show off client testimonials.

Website Design

  • Consider who your target audience is.
  • Think about the first impression your site will make and don't be afraid to play with colors.
  • Make sure customers know what to do when they arrive at your website. It should not just act as a billboard.

Website Content

  • Blog. Blog. Blog. With catchy titles and bullet points.
  • Make sure you have calls to action that direct the flow of your site.
  • Keep the most important content above the fold of your website-don't hide anything too important in such a way that people have to scroll down.

Search Engine Optimization (SEO)

  • The title of your site is the most important.
  • Make sure to keep content fresh, valuable, and unique.
  • Write for humans, not the SEO robots. But do look at your Google Analytics to see what the most popular page is on your site, and capitalize off of that.

Social Media

  • Remember the 'social' part instead of only focusing on the media. Be interactive. Get personal.
  • Separate expectations from realities and understand the commitment necessary to succeed on social networks.
  • Set realistic goals, not solely based on how many 'likes' you get, and hold promotions or contests to help reach those goals.

Email Marketing

  • Obviously, you want to grab attention, but remind clients of the value your emails bring.
  • Use this to tell people about your business; don't just rely on search engines to pick up on it.
  • Don't make guesswork of your marketing plan and budget. Don't be afraid to re-assess your approach every now and again.

Online & Offline Marketing

  • Measure your ROI for every marketing tactic and make adjustments as you go.
  • Don't try anything and everything, but understand marketing is often more art than science.
  • Unlock the full benefits of marketing by integrating your offline activities with your online presence.

Worst case scenario, don't be afraid to reassess your approach and make a new list with at least one item in each category where you'd like to improve.

Ultimately, nothing is wrong with being a bit lazy. Billionaire Bill Gates has said he would 'choose a lazy person to do a hard job. Because a lazy person will find an easy way to do it.'

So, remember, laziness breeds innovation.


About the Author

Kirsten Thornton

Having always been a computer nerd, Kirsten Thornton works on the HTML and CSS that drives Insurance Website Builder websites. Before joining ITC in 2010, Kirsten had the unique experience of attending Loyola University in New Orleans when Hurricane Katrina hit. The storm left the school with costly repairs and lower attendance so she switched majors to graphic design when computer science got cut. Kirsten balances a mixture of back-end coding, front-end designing, New Orleans culture, and Texas pride.

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