Let’s fly 30,000 feet up in the air and take a look at why consistency is so important to your marketing in 2021.
A couple of decades ago, launching a new product or business was all about that same product or business.
Here’s what I mean…
Let’s imagine you wanted to write a best-selling cookbook in 2005. To do so, you needed to curate recipes that would stand out. Those recipes would earn you a good publisher, and from there, the publisher took care of the marketing and selling. Your job was to be a great cook and create unique recipes. In other words, your job was to be an expert at your craft.
Today, this model is flipped on its head. There are so many ways to go to market quickly, that it’s not really about the product at all… it’s truly about the marketing. Let me repeat, it’s about the offer, not the product.
Let’s go back to the cookbook example but apply 2021 marketing technology. Anyone who is passionate about cooking with a cell phone and social media account can share recipes with very little overhead in a matter of minutes. It’s getting these recipes noticed and monetized that is harder because the market is inundated. Often times, it takes months or years of persistent blogging and marketing to get known enough to publish a cookbook that sells. In other words, your job is to be a great marketer and your craft is secondary.
Now let’s move beyond this one example and think of other industries. Try for a moment to think of any industry where a product isn’t duplicated by industry competitors. I sure can’t, which speaks to the point I am making. Marketing technology has made the market more accessible than ever before. This is mostly great because it gives people opportunities who may not have had them otherwise. This leads to more ideas and innovation than we’ve ever had. However, a much larger market means a much larger pond. And you know what they say about small fishes and big ponds!
So.. what’s the most important thing you can do to help ensure that your product/service/candidacy/nonprofit not only gets to market but actually makes conversions? Be consistent.
Pick two different social media platforms and post on them at least two to three days a week, with preferably one of these posts being a video. Send weekly emails. Integrate your website, social media, and email marketing. Give your customers clear opt-in and conversion pathways. Do this for months… even years. Does this seem redundant? It is… but it’s essential if you want to get to and through market in today’s business world.
If this message sounds familiar, it’s because I’ve talked to you about consistency before– six times to be exact, but I bet you can’t recall that many– which is exactly why it’s important. Your customers and potential customers simply aren’t hearing your message as much or as often as you think they are. So– don’t be shy– shout it from the rooftops over and over. I promise that slowly but surely you’ll feel the pond shrink and you will be a bigger fish.
Next week I’ll be back to tell you the number that I care about 100 times more than any “follower” or “fan” count on social media. I’ll also talk about what I call the “magic touch” and why it’s so important to your marketing.
