Consistently that makes your marketing successful
Effective marketing is delivering a relevant message, using the appropriate marketing vehicles, to inform your profitable target audience how you benefit them in ways others do not. Seems simple enough, doesn’t it? And it is. But I left out one word — the word that makes all the difference — the word that makes your marketing successful. That word is consistently, as in effective marketing is consistently delivering a relevant message, etc.
Being consistent keeps you in front of your profitable target audience. This is known as being top of mind. Being top of mind gives you a better chance of making a sale or getting a referral — now or in the future. Being consistent also means that you are staying active, and being active is essential when it comes to discovering new opportunities.
I so strongly believe that consistency is the key to effective and profitable marketing that I would rather see you market consistently to your profitable target audience with a less effective message than to market occasionally, using more effective tactics. Why? For a couple of reasons. One is the fact that I believe consistency is a choice. Choosing to be consistent allows you to measure your results.
It gives you answers where inconsistency requires you to guess or assume. The other is that without consistent marketing, the chances of your success are greatly reduced. Sure, you may get some momentum, but you are bound to lose it when you stop marketing. Then once again, you have to do all the work that is required to get the momentum back. This simply is not a wise nor effective use of your resources. Conversely, it takes little effort to keep a rolling ball rolling, so why not be consistent and keep it moving?
The marketing that provides you with the greatest return on your investment is marketing that combines consistency with the proper message, the appropriate vehicles, and your profitable target audience. So when you select your marketing tactics, be less concerned with the latest and greatest or what others are doing. Select tactics that you can and will consistently implement. You may not end up with the flashiest marketing around, but you have a much greater chance of achieving your goals.