The Key to Marketing Success
The only marketing that works is consistent marketing. You are better off having a small ad every single day than one large ad during the Superbowl. If your marketing isn’t consistent (meaning it’s out there every day, every week, and every month in front of people), then you are making a critical marketing mistake. Consistency applies to social media as well; if you’re not posting daily, social media will not work for you.
If you’re not consistent in your marketing, it will not build brand recognition, it will not build loyalty, and it will not build trust. A lot of customers take a while to buy from you because they watch you for a year to see if you’re still around. Then they watch you for two years to see if you’re getting results. And they keep watching. They’ll watch your videos online for a month, and they’ll see if you post on LinkedIn every day or every week. People are watching and building “know, like, trust” with you before they’ll buy from you, which is why consistency is the winner.
In addition, you don’t know what day your customer wants to buy from you. You don’t know what day they’re going to look for you or your product/service, so if you’re going to be found, you need to be there every single day waiting for them. Furthermore, if you’re not marketing when your prospect is ready to buy, you could lose them to the competitor who IS advertising that day.
With today’s technology, it’s easier than ever to communicate consistently with your target market. In addition to your company database (which you should be utilizing regularly), you should be thinking of your social media as a database. Aim for posting at least 3-5 times a day so that you stay top of mind with current and prospective customers.
The well-known marketing rule is true: a prospective customer needs to see or hear your marketing message at least seven times before they will buy from you. It has been proven time and time again that being consistent is a major part of marketing success.