How to prioritize marketing actions when you have little time
Miguel Nicolás
14/04/2026
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Let’s talk about how to prioritize marketing actions when you have little time, a problem with a solution.
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This situation surely sounds familiar to you: every morning you sit down in front of the computer with the goal of getting to work on the marketing of your eCommerce, then you open the email, messages start coming in, calls, someone from the team who has an urgent doubt, and at 10 a videoconference with a supplier.Result: at the end of the day, the urgent has prevented, once again, you from moving forward with what is important.We have all experienced this scene, all of us entrepreneurs who want to be productive, quite frequently, so calm down. While you have a coffee and read this post, I think we can give you some interesting guidelines to better organize your marketing actions, even if you have little time.Will you give us a few minutes to improve your eCommerce together?
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The importance of choosing
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The first thing I want to insist on is that time is a critical resource, even as important as money. To this applies a principle as simple as that of scarcity: we do not have unlimited time no matter how many hours we dedicate to our store.Starting from this base, it is essential that we are able to determine which actions must be applied, and which decisions must be taken.Throughout your whole day you make dozens or hundreds of decisions: I launch this product, I put this other one on sale, I change supplier, logistics company, I hire one more person for the warehouse… But not all of this has the same weight in your business.So we can say that it is not a question of time, but of prioritizing. Let’s go step by step.
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#1 – Actions associated with sales
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Of course, your priority are those marketing actions that have a direct impact on sales and conversion. It does not make much sense to focus on acquisition, until we make sure that the audience that enters our store is in a position to buy.
- Identify your products: be clear about which are the best sellers, which leave a greater margin, those that you are most interested in moving, those that are more sensitive to seasonality in one period or another…
- Make sure you have the best possible home page, after all, this is your showcase and, generally, the page with the most traffic of your eCommerce.
- Analyze the organization of your eCommerce, and the architecture of the information especially the categories. Make things be where the user is going to look for them. This is a very common mistake in eCommerce, since we pretend that the buyer thinks like us instead of the other way around.
- Many times a good product or a competitive price is not enough, simply because the user is not able to find what they are looking for, other times what fails is usability. Focus deeply on the purchase experience so that it is fluid, comfortable and fast.
- Work a lot on your product pages, analyze them in detail and take care of every element: the text, the images, the videos …
- Review your purchase process: many times it can be simplified and made more user-friendly with very simple changes in the check out.
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#2 – Actions associated with authority and trust
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We are not going to go into acquisition yet. Before that, I recommend that you focus on everything that is related to the reputation of your brand and the authority that you have (or the one you want to gain).
- Make a study of what your online reputation is. Basically search what they say about you and what the ratings and reviews are on external platforms such as Google, Trust Pilot and other important sources. Work to respond, thank the positives and solve the negatives (and if you can, try to reduce the visibility of those that do not interest you).
- Incorporate and encourage those reviews in your online store: on product pages, on the home page, on the about us page… testimonials work as a recommendation among users. Social proof is a very important sales argument.
- Work a lot on the communication about who we are and what we do, this is done from the famous about us page of your eCommerce, but also from the social networks of the business. Customers want to know about what you do and why you do it, to know what happens behind the scenes and empathize with people.
- Do you know what you do? Tell it. A blog will help you position yourself as an expert (at the same time that it improves your SEO and your GEO) and give visibility to the people in your team who are outstanding professionals.
- Solve doubts even before they are raised. In order to do this, nothing better than FAQs and knowledge bases, in which the user can clarify themselves autonomously and also increase our chances of being cited by Artificial Intelligences.
- Seals and guarantees are always appreciated. If the customer, for example, sees the logo of VISA, PayPal or Bizum when they are going to pay, they feel that your online store is validated by brands that they know and respect. This not only affects the payment part, any recognition of customer service, sustainability, corporate social responsibility…
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#3 – Acquisition and promotion
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Now, when everything is reviewed and working in the previous phases, and we have more guarantees that the acquired traffic is going to become a customer, it is the moment to prioritize customer acquisition actions.I would understand that you may have the temptation to start with this type of tasks, but allow me to insist that this will only make you waste time, money and other resources that you could optimize better.Let’s see what tasks we are referring to:
- Publish content on social networks with commercial intention and strategy. Do not publish only because “you have to be on TikTok”, do it by combining brand awareness actions with others that are more transactional (using the sales resources of the platforms such as Meta catalogs or TikTok Shop)
- Create promotional campaigns for your products in different channels, both owned and paid. This implies refining your pricing policies, campaign creation and discounts (by volume, by units sold, flash offers), making paid campaigns in Social Media, search engines or email marketing. Think that you can promote your online store with little budget, if you are creative.
- Send newsletters that really provide value, are worth being read and, therefore, are an email that can potentially sell.
- Collaborating with influencers can be a very good way to increase your visibility on social networks, reach audiences that you did not have access to previously, generate more engagement and, additionally, grow the critical mass of followers on the different platforms. This, together with the sales capabilities already mentioned, has a very direct and measurable impact on our sales.
- Create promotional content, both on our website, as well as on social networks and through email marketing.
- Launch special offers, that are attractive to improve both customer acquisition and loyalty (although we will talk about that later and in great detail). Plan this aspect very well so that the promotions are profitable and do not affect your margin too much.
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We still have quite a few marketing actions that you can apply, but since we know that you have little time and in this post you have already found a lot of documentation that you surely want to read calmly, it will be best to leave you a little margin to do so and come back with a second post.In the next post, we will talk about task optimization, loyalty and something as interesting as those issues in which you should not waste time.
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Have you learned about how to prioritize marketing actions when you do not have time? Is there anything you want to know more about?