The Problem With Marketing Consistency
Marketing consistency is the exact opposite of winning the lottery. But when we’re marketing, we want to win the marketing lottery: going viral, getting tons of followers, tons of people on our email list, etc.
The trick about the marketing lottery is that you can go viral and still not make any money. Last week, I was playing my guitar and singing a song. It was about going viral, but not getting any new clients. So going viral is like winning the marketing lottery.
The problem is that most of us don’t go viral. Even those who do may not immediately see a financial benefit of going viral. In fact, there can be some bad things about going viral because if you go viral for the wrong reasons, you’re growing an audience that is not aligned with your business purpose.
Marketing Is Like Bodybuilding
Instead, we need to think of marketing like a bodybuilder thinks of their fitness. Because to be a bodybuilder, you have to be consistent. How do I know, you might be wondering. Well, because I’ve done it. Before COVID, I was actually going to try and do another competition this year, now that I’m post-kids. I was a bodybuilder before I had children, I was a personal trainer, and I did all of this while I was in the Army.
I want to show you some progression photos:
So this photo was me when I first got started in May, 2012. I did two half marathons in 2011, so you can see I was in good shape. But I wasn’t at the bodybuilding stage.
My next photo is from July, 2012. You can see that my abdominals were starting to come in. I’d lost some weight, my biceps and shoulders were more defined. Things are popping!
Finally, this was August, 2012. So it was about 3-4 months where I was working out really intensely. And this is the difference.
You Don’t Wake up With Massive Gains
As I was going to the gym every day, I knew that I had to be consistent. I could not go 3 days one week, 2 days another week, and no days another week. And what I realized the more I went to the gym was that it wasn’t about making massive gains in a short amount of time. It was about showing up consistently and taking smaller actions. They seem small in the moment, but they contributed to my success.
So understand that it was a collection of specific choices that I made every day. What I ate, how much water I drank, my ability to get into the gym, my ability to follow on with my cardio when I needed to, etc. It was about consistency. And the big problem with consistency is that you don’t wake up with massive gains.
This is something I still bring up when women are like, “I don’t want to weight lift. I don’t want to lift heavy. I don’t want to look like a man.” You’re not going to wake up super muscular after lifting for one day. If it does, give me whatever you had the day before!
The Real Problem with Marketing Consistency
But that’s the problem with marketing consistency. If you knew that every time you posted on social media, you would get 5 clients, it would not be hard to be consistent. Consistency doesn’t work that way. If it did, nobody would be inconsistent. There would be no problem with marketing consistency.
The problem with marketing, in general, is that the way we market now has so many channels and touchpoints, that attribution becomes difficult. But it’s just like when I was bodybuilding and making that decision to lift that heavier weight and do an extra set of squats, making sure I ate all my meals and drank all my water, and never missed a workout.
Marketing is just like that. It’s choosing to do all of those steps and continuing to show up. That brings you the gains that you’re looking for, but it’s momentum. It builds over time. The fitter I got, the easier it was to be fit. If you flip that coin around, it’s easy to be inconsistent.
When you’re inconsistent for one day and don’t go to the gym, you’re not gonna wake up and lose all of your muscles, so you might fall into a slippery slope. Once you don’t do it once, you take another day off, and then another day off. And then before you know it, you haven’t been to the gym in 3 weeks.
The problem with marketing consistency is that you do not see massive gains, and sometimes your gains are underneath the surface. There weren’t any massive gains for me on my first month before my bodybuilding show, but everything was taking place under the skin where I couldn’t see. But I did see that I felt better, my hair and skin started to get healthier, I had more energy, and I was starting to lift heavier.
So consider that when marketing. Your financial gains are the ones that we’re always looking for, but are you also tracking those other KPIs that tie to your business goals?
3 Marketing Tactics to Help You Be More Consistent
So what I wanted to leave you with is 3 tactics you can use in your marketing on a regular basis to help you be more consistent. If we take small actions that we can do consistently, we will make more progress than committing to large actions that we do inconsistently.
1. Connect With 5 People Daily
Connect with 5 people daily. This could be on any social media platform, but I’m going to examine it from a LinkedIn perspective. So on LinkedIn, you can do a demographic search for your ideal clients.
So if I want to connect with DE&I consultants, I can type it into LinkedIn and get a huge list. I also like to filter people on LinkedIn, usually by people who are second connections- which means that we have at least one connection in common. There is a direct bridge between us. And then I may also narrow it down based on location because, so I give u one more element of something that we have in common. And then I look at that list.
It’s still probably got thousands of people on it, and I just start from the top. Are they active? Are they posting their own content? Do they look like they’re investing in marketing? That’s important for me because as a marketer, I look for people who are already investing in their marketing.
If they’re already investing in their marketing, then I don’t have to convince them of the value of what I do. And if they’re active on LinkedIn, then the likelihood of them seeing my connection request and appreciating that I’m going to scroll through their profile drastically increases the chances that they will choose to connect with me. And we can then have a conversation.
Once you get into this habit, I would say you could probably find 5 people to connect with every day in about 10 minutes. No spam connections for me. If it doesn’t look like you’re going to add value, I don’t want you in my network. If you connect with 5 people Monday-Friday, that’s 25 new connections. Over 4 weeks, that’s 100 people.
Now, is everyone going to connect with you? No, but you’ll be surprised. Somebody accepted a connection request the other day, which was from Thanksgiving. I think I put, “How was your Thanksgiving?” into the connection request, so it must have been right after Thanksgiving. And they connected with me now, which is fine. You never know when somebody’s going to choose to leave the platform or come back.
The Amount Can Be What You Want, Just Stick With It
You can connect with one person daily. Because if you connect with one person daily, that’s 5 new connections a week, and 20 new connections over a month. Whatever number of people it is, you need to commit to doing it.
2. Comment on 5 People’s Posts Daily
Anytime you’re going out and engaging on somebody else’s content, you’re getting their attention. When I choose to comment on LinkedIn, oftentimes they’ll visit my profile and comment on something of mine. It just helps keep me connected with different people.
By keeping your engagement up, people see that you don’t mind coming on their posts and giving value. So they don’t mind going on your posts and giving value. Commenting on 5 posts daily could be something that takes you 10-15 minutes.
3. Post Weekly on Social Media
Now, some people say you’ve got to post daily on social media. I’m not saying that doesn’t work, but I want you to do whatever you can do consistently. If you feel like daily posting is just overwhelming, that’s fine. Why not weekly? Why not give me one great post every week you can?
Once you get the hang of it, the process will get faster. I post somewhere between 3-5 times a week, depending on my workflow. And not just because it gives me time to stay in touch with everybody’s comments. When I post daily, it can be hard to keep up.
Tie Your Marketing Tactics to Your Business Goals
But the big thing I want to leave you with is that you want to tie your tactics to your business goals. So if your goal is to grow on social media, that’s a marketing goal. How does that serve your business? How does growing your social media following serve your business? If you’re a new brand and you need to get brand awareness, you need to build industry trust and credibility.
Growing a social media following that’s full of your ideal audience can then be a marketing goal attached to a business goal. When you do marketing tactics without tying them to your business goals, you have no idea how much progress you’ve made.
Justifying Your Investment
Let’s say you’re in a marketing department, you’ve been blogging and spending money on outsourcing and paying for stuff, and then your CMO is like, “So how is this serving the business?” If you haven’t tied it to a business goal, you’ve wasted money for the company. So keep that in mind.
When you know what that big goal is and how this tactic serves that goal, it becomes a lot easier to remain consistent. If I forgot I had to get on stage when training for my competitions, I’d be more inclined to skip working out on certain days.
And when it comes time for me to be up on that stage and I’m not proud of my physique, it’s because I failed to tie my tactic- which was working out and eating great-, to my goal- which was getting up on stage and being proud of myself. It wasn’t to win, although that was nice when I finally did. It was to be proud of myself.
If I forgot that goal, it’s easy to hit snooze. It’s easy to go back to sleep. And so easy to eat that brownie when it’s not your time for your cheat treat. It’s easy to be inconsistent when you do not keep your eye on the prize. So as you’re thinking about what tactic you can add to boost your marketing consistency, don’t forget to tie it to a goal. So that’s what I have for you today.