How to prioritise marketing efforts when you’re a one-person team

If you’re running marketing solo, you know the drill: too much to do, not enough hours in the day.

One minute, you’re writing a blog post. The next, you’re troubleshooting an email automation, responding to a last-minute request from sales, and wondering if you should finally start that TikTok account because everyone else is doing it.

When everything feels important, how do you decide what actually deserves your time?

Let’s break it down.

Step 1: Get clear on what actually moves the needle

It’s tempting to believe that if you just worked a little harder or stayed up a little later, you could get everything done. But here’s the truth: marketing is never “done.”

That’s why prioritisation isn’t about finding more time. It’s about focusing on what creates real and consistent impact.

Start by asking:

• What is the company’s biggest business goal right now? (More leads? Higher retention?)
• What marketing activities contribute directly to that goal?
• What tasks feel urgent but don’t change results?

Example: If your business needs leads, spending hours tweaking Instagram aesthetics might not be the best use of your time. But optimising your website for conversions? That’s worth prioritising.

Instead of trying to be everywhere, focus first on what gets measurable results.

Step 2: Choose the right channels (and let go of the rest – for now)

Solo marketers don’t have the luxury of being on every platform, running complex ad campaigns, and A/B testing every headline. And that’s okay.

The key is to go deep, not wide. Direct your focus on 1 to 2 channels at a time, and start where you can make a significant impact. Deep-dive to test, learn and optimise until you achieve a better level of understanding of how these specific channels work for your industry/ business. Once these are established, and you have set processes to maintain them over time, move on to a new channel.

Here’s some ideas on how to decide:

• If you’re B2B → Prioritise LinkedIn & lead nurturing. Decision-makers want value-driven content and direct connections.
• If you’re B2C → Focus on Instagram, YouTube and paid search. Visual platforms work well for storytelling and brand trust, while paid search will help you narrow down direct conversions.
• If you want to play the long game → Invest in SEO & evergreen content. A well-written blog post can generate traffic for years.

Example: I once worked with a solo marketer who spent hours crafting Twitter threads because their competitors were active there. But, after digging into their analytics, we found 95% of their leads came from search ads and their email list. Shifting focus away from Twitter gave them back 5+ hours a week, without hurting results.

Step 3: Use the 80/20 rule to prioritise tasks

Not all marketing tasks are created equal. Some bring long-term benefits, while others disappear in 24 hours (looking at you, Instagram Stories).

A simple way to decide where to spend your time? The 80/20 Rule:

• 80% of your time → High-impact tasks that create lasting value (content marketing, email automation, SEO, lead nurturing).
• 20% of your time → Quick wins that drive immediate results (paid ads, social media engagement).

Example:

This rule helps you focus on what will still matter six months from now instead of just today’s to-do list.

Step 4: Automate & streamline wherever possible

When you’re running marketing solo, you don’t have time to do everything manually. That’s where automation comes in.

Start with simple, time-saving tools:

• Social media scheduling: Buffer, Later, or native scheduling tools
• Email automation: Set up welcome sequences and drip campaigns so you’re not manually following up with leads
• Project management: Trello, Notion, or Asana to keep track of tasks without feeling overwhelmed
• Process library / internal wiki: If you repeat a task more than twice a week, it’s time to write the steps down so you can easily fasten – or delegate – its execution.

Example: A solo marketer I worked with used to write individual follow-up emails to every new lead. Once they set up an automated email sequence, they saved 3+ hours a week and improved response rates. Small changes like this add up fast.

Step 5: Measure what matters (and ignore the rest)

You don’t need a spreadsheet with 20 different metrics to prove your marketing is working.

Focus on a few key numbers that tell the real story:

• If your goal is brand awareness → Track website traffic & social engagement
• If your goal is lead generation → Track email sign-ups & conversion rates
• If your goal is sales → Track leads-to-customers conversion

Example: A business owner once told me they were frustrated that their Instagram follower count wasn’t growing. But after checking their numbers, we realised that 70% of their sales were coming from their email list, not Instagram. Once they shifted focus to growing their list instead, revenue increased—even though their Instagram stayed the same.

The takeaway? Vanity metrics don’t pay the bills. Focus on what does.

Step 6: Set boundaries & push back (with data)

One of the hardest parts of being a solo marketer? Saying no to extra requests that don’t fit your priorities.

A simple way to handle this? Use data to guide conversations.

???? Instead of: “I don’t have time to add another social media channel.”

✅ Say: “Right now, LinkedIn is driving 70% of our leads. If we shift focus to TikTok, we’ll need to pause something else. Which should we deprioritise?”

???? Instead of: “I can’t post every day.”

✅ Say: “Our engagement is highest on Tuesdays and Thursdays. Let’s focus on those days instead of spreading ourselves too thin.”

When you frame it as a strategic decision, it’s easier to get leadership buy-in—and to protect your sanity.

Final Thought: Marketing is a long game, set yourself up for success

When you’re running marketing solo, you don’t have time for busywork. You need a clear strategy, a tight focus, and systems that make life easier.

So here’s your action plan:

• Identify what actually moves the business forward
• Focus on 1–2 key channels to optimise instead of being everywhere
• Prioritise long-term impact over short-term busywork
• Automate and streamline wherever you can
• Track the right metrics (not just the flashy ones)
• Push back on extra work with data-backed decisions

By working smarter, not just harder, you can create marketing that actually delivers results without burning yourself out in the process.

Now, go make it happen.

Photo by Isaque Pereira