A couple of weeks ago, I wrote about the top 3 marketing mistakes I see entrepreneurs making all the time. The third mistake in that post was consistency.
After heading over to the comments section, I realized that this point really seemed to hit home.
For today’s post, I wanted to take a few moments to elaborate on this important aspect of marketing. And hopefully provide you with some practical, actionable steps to ensure you and your clients keep a consistent flow of awesome marketing.
From my own experience, I’ve found that brands with consistent marketing are the ones that receive consistent leads, attention and growth.
But it’s easier said than done.
It’s one thing to know that blogging 1-3x a week can help you increase traffic. It’s another thing entirely to actually sit down and make that happen.
During my observations, I’ve developed 3 key steps that can help you develop consistency. And – like most of the best advice – it seems kinda silly that it’s so simple. But, trust me, these 3 simple steps are all you need for sustainable, consistent marketing.
Are you ready? Let’s go…
Step #1: Develop a Realistic Strategy
You’ve got to be honest with yourself.
A lack of self-awareness will lead to all kinds of problems in your marketing, business and life in general. It’s best to be aware of your weaknesses and play to your strengths.
Too many of you are developing marketing strategies that don’t work for you. They’re overly ambitious and written with rose-colored glasses. That whole, shoot for the moon and even if you miss you’ll land among the stars, thing doesn’t cut it in the marketing world.
Be brutally honest. That’s how you become successful.
What are you capable of producing each week?
Look, if you’re a solopreneur or freelancer, that might not be a lot. You’re wearing a lot of hats, and it’s unfair to expect yourself to pull of outrageous marketing on top of that.
Know your capabilities. Then do that.
Step #2: Set Your Priorities (& Stick to Them!)
As entrepreneurs, there are a ton of things that get in the way of a productive day. And even if you didn’t have any fires to put out, the day would still be filled with all sorts of work.
If you day is anything like mine, you could be rocking sales one minute, then lost in the drudgery of administrative work the next, only to follow that up with a client meeting.
All of these things have to get done.
And most of the time, you don’t have control over it.
Clients call, deadline arrive suddenly, new leads come in, a contractor falls through… When these things happen, it requires your immediate attention. And, consequently, that time you set aside for blog post writing gets filled with something more urgent.
It’s time to set your priorities.
While you can’t escape the daily fires that need to be put out, you can create a productive time to work on marketing. It just requires you making it a priority.
For me, I do all my marketing work on Saturdays and get it ready for the upcoming week.
Does that mean I may miss a few brunches or bonfires? Unfortunately, yeah. But it also means that I can write and create without worrying that a client is going to email me, a team member will need me or a new lead will need my attention right away.
If you want control of your marketing consistency, you’ve got to make time for it.
Step #3: Try to Get Ahead in Production
The best thing that I’ve done for my marketing recently has been getting a month ahead in my blog posts. Not having to do that every week is a load off my plate.
Did I have to block everything out for a few days, miss an episode of Castle and turn down some fun times with friends? You bet. But was it worth it? Absolutely.
Too many of you are being reactive with your content, instead of proactive.
(Remember that grid from 7 Habits of Highly Effective People?)
It’s time to move marketing from the Important/Urgent grid to the Important/Not Urgent grid. Not only will it make you more productively, but it’ll reduce some of that stress and anxiety publishing your marketing content makes you feel.
What do you think about these tips for marketing consistency? I know it’s easier said than done, but these 3 steps are really all it takes to keep that content flowing. Let me hear your thoughts on the subject in the comments below!