The Only Marketing That Works Is Consistent Marketing

What’s the #1 myth about marketing and growing a business? And how does it contradict one of the marketing industry’s most important principles? You’re about to find out as we talk about the importance of consistent marketing.

And it’s right here.

The chance to take your marketing to a whole new level.

Just like it did for Jayne.

After nearly 4 years of long hours, late nights, and weekends at the office, Jayne was ready for change.

She’d been burning the candle at both ends.

She was sick of posting on social media.

And writing newsletters.

But because she was sick of it, her marketing activity was sporadic.

Sometime’s she’d get lots of content out.

And other times it could be days before she’d do ANY marketing activity at all.

It was at that time that I got a call from her.

She knew that I’d collected over 1000 of the biggest and best marketing secrets for small business owners.

And she wanted to know what to do next.

But what happened next, surprised us both.

As her marketing, and her business… exploded!

 

 

Maybe you’ve dabbled at marketing too.

Without much success.

Or maybe you’re used to spending hours, surfing the web looking for marketing strategies that will help your business grow exponentially.

For some people, if they found a strategy that could help their business grow by an average amount… it might be good enough.

Well, if that’s you…

…and you’re one of the many people who would benefit from having a solid marketing campaign, then read on.

Because, before anything else, I want to give you some tips that will help you make money.

And get more leads.

If you’ve ever wondered why some people seem to have a knack for growing businesses, you’re going to find out one of the secrets that they know, right here in this article.

And it could change everything for you.

If you use it!

 

 

Consistent Marketing

Do you want to learn how to improve your marketing right away?

Well, this one thing will help more than any other marketing strategy you could uncover.

And what is this one thing?

CONSISTENT MARKETING

And you’re about to experience a unique learning.

That’s relevant in most industries.

And most walks of life.

It’s the power of repetition.

Repetition is one of the reasons that consistent marketing works so well.

Because here’s the thing…

…people don’t listen to EVERYTHING you say.

Especially if you only say it once.

And there is a direct link between how often you say something and how much people pay attention.

Which is why consistent marketing is so important.

Because people need to see or hear something over and over again for it to really stick.

 

 

The Mistakes That Most Small Business Owners Make

But instead of repeating a message until the person hears it, what do most small businesses do?

The exact opposite.

If a client doesn’t buy the first time they come into the store, attend an event, or go to the website…

Nothing happens!

They just stop and go looking for the next prospect.

But that’s NOT HOW HUMAN BEHAVIOUR WORKS.

Which means that’s not how marketing works.

The old statistic that was banded around in marketing for decades was this…

“The average prospect needs to see your business 7 times before they’ll buy from you.”

Which means you’d have to be consistent enough for them to see you at least 7 times.

But that was decades ago!

Now, it’s more likely to be 107.

There’s more competition.

And more noise.

So the chances of a customer only seeing you 7 times and buying is almost nonexistent.

That’s why you have to be consistent.

You have to be consistent enough with your marketing for your prospects to see you, over and over again.

 

 

 

And there are other problems with inconsistent marketing…

One of them is simple. Inconsistent marketing will mean you start losing out to your competition.

We ran an audit on a client of ours.

He was posting on social media once a week.

And he was only posting on 1 platform (LinkedIN).

He was barely advertising at all.

When he spoke to defend himself, he suggested that his target market is only on LinkedIN.

Which of course is not true.

His target market is more than likely on Instagram, Facebook, and maybe TikTok. And they’ll almost definitely watch YouTube at some point.

They also answer the phone (telesales could have worked), read emails, and read their paper mail (so direct mail could have worked too).

We looked at one of his competitors.

They were industry leaders by a long way.

And we checked them out.

They posted 15 times a day!

And those posts spanned across 5 different platforms.

When we worked out how many prospects our client’s posts were likely to be reaching from his one post, it came to 75 per week.

His competitors, with their 15 posts across 5 platforms…

…375,000!

But that’s not all. We found out that they also had an email campaign that went out DAILY.

And they sent 10,000 letters a month to the prospects that were reading the emails.

No wonder they were industry leaders.

And here’s why the disparity is so high.

When you are inconsistent in your marketing, people start to forget you’re even there!

You have NO MOMENTUM.

And every time you start marketing again, it’s like starting from scratch.

But when you’re reminded of a brand or a company every single day…

…That company starts to make some serious traction.

 

 

Marketing Consistently – How Being Inconsistent Will Reduce The Effectiveness Of Your Efforts

Being inconsistent can really put a dampener on your whole marketing game. It’s like trying to build a sandcastle with a shaky foundation.

Here’s why…

Firstly, inconsistency sends mixed signals to your audience.

Imagine if you’re promoting a product heavily one week, then disappear from the radar for the next couple of months.

Your customers will be left scratching their heads, wondering what happened to you.

That’s if they even remember you at all.

Inconsistency confuses them and erodes their trust in your brand.

People want reliability, not a rollercoaster ride of marketing efforts.

Secondly, inconsistency dilutes your brand identity.

When you’re all over the place with your messaging and branding, it becomes difficult for people to understand who you really are.

And it’s difficult to understand what you stand for.

Consistency builds recognition and familiarity, making your brand more memorable.

When you’re inconsistent, you risk losing that brand cohesion.

And you might end up blending into the sea of forgettable businesses.

Which could mean you don’t make as much profit.

The third and final point on this is that inconsistency can hinder the effectiveness of your marketing campaigns.

Marketing is all about building momentum and creating a lasting impression.

If you’re sporadic in your efforts, you won’t be able to achieve that.

Consistency helps reinforce your message, drive people to notice you, and generate interest from your target market.

It’s like the difference between a single firework burst and a spectacular fireworks display.

Being inconsistent with your marketing efforts can have serious repercussions.

It confuses your audience, weakens your brand identity, and hampers the effectiveness of your campaigns.

To make the most of your marketing, aim for consistency.

Develop a clear strategy, maintain a consistent presence across channels, and deliver a cohesive message.

By doing so, you’ll build trust, strengthen your brand, and achieve greater marketing success.

 

 

The Fuel Tank Syndrome

Another huge mistake that lots of business owners make when it comes to marketing…

‘The Fuel Tank Syndrome’

What exactly is the fuel tank syndrome?

If the business is quiet and the sales have dropped, they start marketing like crazy.

In a blind panic.

Like when your fuel tank is running out of fuel, you’re in a hurry to fill it back up.

So there’s lots of activity and lots of effort.

On the back of all the effort, it gets busy.

And what do they do when it gets busy? They stop marketing.

The fuel tank is full so they just wait until it drops again.

But it’s important to cut business owners some slack.

Because what you’ve got to understand about the fuel tank syndrome is…

Nobody is doing it on purpose.

They just get busy.

And when they’re busy, they don’t ‘have time’ for marketing.

But here’s the thing.

Marketing is THE most important function in business.

It’s more important than sales.

Building processes.

Management and Leadership.

Even finance.

Why?

Because you could have the best product in the world, but if you aren’t consistent with your marketing…

No one would know it exists.

And if we look at it from another angle.

You could have a very average product like a ‘coffee mug’.

And it sells globally because someone in the business was great at marketing.

In fact…

…If you get really good at marketing.

You’ll never be hungry again.

 

 

Getting And Keeping Attention

The reason that inconsistent marketing and ‘The Fuel Tank Syndrome” is so destructive is because of ‘attention’.

Marketing is about capturing the attention of people that don’t know who you are.

And then keeping that attention long enough to like you.

The more activity that you produce, the more likely it is that you will capture someone’s attention.

But if you stop marketing, you’ll lose their attention.

Which makes the number ‘ONE’ the worst number in marketing.

One post isn’t enough.

One day per week isn’t enough.

And one attempt won’t do the trick either.

Marketing is all about numbers.

High activity and big spending can make a huge difference when it comes to marketing.

Which can mean a paradigm shift is needed.

So instead of seeing yourself as a business that sells the product or service that you currently sell.

Think of yourself as a marketing agency.

That markets the product or service that you sell.

When you begin to think like that, you’ll start to realise that marketing is the most important function in business.

And it’s not something that should fall to the bottom of the pile.

It’s your crown jewel.

And the only way you’re going to grow your business.

So prioritise marketing.

And prioritise capturing your audience’s attention.

Then finally, prioritise keeping it.

 

 

How Many Eyes VS How Often

A simple analogy that will help you get your head around the points made in this article is the ‘How Many Eyes VS How Often’ matrix.

The job of a marketer is simple.

Get as many different ‘eyes’ (different people) seeing your advertisements as possible.

And get those people to see the advertisements as OFTEN as possible.

If you can get lots of different people, seeing your marketing lots of times per person… you’ll start to get a better result.

As long as you do it consistently.

Now, of course, there are other things to consider.

The quality of the marketing and advertisement will certainly play a part.

So will the type of marketing (is it educational, or is it a sales piece?)

But in terms of being consistent…

The volume of people

And the frequency at which they see your advert…

Is critical.

 

Summary

A great marketing campaign has lots of different factors.

But one of the most important factors of all…

…is consistency.

Action leads to information.

And the more action you take, the more information you have.

Which makes consistent action a critical component of a successful marketing department.

Not only will you learn more.

But more people will see your marketing.

And if more people see it, you’re likely to get a better result.

But perhaps the most beautiful part of all?

If your competitors’ marketing is more effective right now, it won’t be for long…

…if you continue to be more active than them.

As long as you learn from the data and the results.

And that’s another HUGE benefit of marketing consistently.

Hopefully, you’ve had a paradigm shift.

And you’ve started to see just how important your marketing department is.