Maintaining Momentum is Critical to Your Marketing EffortsBruce Shely
A Consistent Marketing Strategy Keeps Business Flowing
Too few small business owners realize the value of creating and maintaining momentum in their marketing strategy. Many think they can flip a switch and marketing will be busy producing results, but marketing doesn’t work like that.
Marketing builds momentum over time. This is true with online marketing, social media marketing or offline marketing. With each impression, people become aware of your brand and they begin to form an opinion of your business, products and services. If they like what they see, they will move from a disinterested by-stander to serious prospect and, eventually, a loyal customer.
So what is momentum? Webster’s Dictionary defines momentum as a “strength or force that keeps growing”. That means if you want to get your profits growing and keep growing month after month, your business needs to have the power of momentum working for you.
Inertia kills momentum. Marketing has been compared to rolling a heavy rock up a steep hill. Too many marketers give the rock a push, stop, rest, chat, give it another push, stand back, then too late they realize the rock has returned to the bottom of the hill and they must start all over again.
Many businesses struggle to maintain a consistent level of marketing activity. Energies and resources are often diverted to deliver work for paying customers. Indeed, many business owners don’t see the point in spending precious budget and time when they have plenty of work. It can create a dilemma that causes marketing efforts to slip to the bottom of their to-do list. If you want to grow your business, marketing must be maintained at a constant level.
Many business owners ask, “Why keep marketing when I’m already busy?” Because marketing for growth means marketing consistently. Here are some reasons why marketing must be consistent:
1. Marketing builds a steady and predictable sales pipeline
Many small businesses constantly find themselves in ‘feast or famine’ mode. Consistent marketing can break this cycle. If you know how long the buying cycle takes, then you know for how long you need to be generating leads. When you forget to do your prospecting because you’re too busy that’s when famine happens.
2. Consistent marketing doesn’t waste resources by constantly repeating yourself
If you haven’t done any marketing for a while, people may not immediately recall who you are and what you do. But, a program of regular marketing can continually keep you in their minds when they are ready to make that purchase.
3. Consistent marketing generates the right kind of work for your business
You want to attract the right kind of work for your business – it’s more profitable, enjoyable and it builds credibility. Consistent marketing allows you to generate the right kind of work. The wrong kind simply takes up time and barely turns a profit. Being busy does not always equate to being profitable, or fulfilled. Consistent marketing allow you to present yourself as the expert in your field – leading to more of the right kind of work for your business.
4. Consistent marketing helps you maintain your marketing skills
Marketing is made up of many different skills and techniques. If you only practice them occasionally, you’re likely to need to re-learn what you once knew. What’s more, with digital marketing techniques are growing and changing at a staggering pace, if you are not constantly marketing new techniques may have passed you by. Regular, consistent marketing activities will embed the skills so that they become second nature.