Have you ever felt the frustration of trying something new with your marketing that doesn’t work as well as you’d hoped? Or, do you know exactly what you need to do to improve your marketing and get better results, but find it difficult to maintain?
In this article, I’ll help you solve these problems by answering three simple questions:
Why is consistency in your marketing important?
What are the most important things to be consistent in?
How can you ensure you maintain this consistency?
Let’s start by answering the first question.
WHY IS CONSISTENCY IN YOUR MARKETING IMPORTANT?
There’s no denying that people who are successful in business rely on consistency.
They are consistent in their marketing, their sales, the content they create, how often they post on social media and even in their morning routines.
So, if you want to get results from your marketing, logically, you need to be consistent.
By results, I’m not talking about more followers, more reach, more awareness or more leads. Sure, that stuff is important, but when I talk about results, I’m talking about converting more customers into sales.
One of the most common reasons marketing campaigns in small to medium sized businesses fail is because there’s no consistency.
A business owner hears the great success stories that others have had by gaining more followers on Twitter, generating more leads on Facebook and increasing sales through content marketing.. And what happens?
They think “Oh wow, this sounds great! Let me try that.”
They dabble in it for a bit, then stop.
Then they wonder “Why didn’t this marketing strategy work for me? Maybe it just doesn’t work for my type of business….”
Well, when you dabble in your marketing, you’re right! It won’t work. Not because that marketing channel isn’t suited to your business, but usually because you didn’t maintain it for long enough.
The businesses that produce the best results (in terms of generating both leads AND sales) are those that are consistent in their marketing. They’ve regularly been sending clear, consistent messages to potential clients. Not just for weeks or months, but for years.
WHAT ARE THE MOST IMPORTANT THINGS TO BE CONSISTENT IN?
Now, obviously, you don’t want to waste time on marketing that’s not going to produce results. That’s why we recommend that you always having a defined strategy before you do any type of on-going marketing.
You want to focus your attention on being consistent in the areas of your business that will produce the best results.
For example, if you’re consistently going to networking events to meet new people and generate leads – that’s great. But is it really the best thing you could be doing for your business? Are there other areas you could focus on and get better results? In my experience, as someone who used to do a lot of networking, the answer is yes.
Regardless of what business you’re in, there are some essential areas you have to be consistent in.
BE CONSISTENT IN YOUR LEAD GENERATION
You need to have a system in your business that generates leads on a regular basis. So, stop and think about your own business for a moment. Are you generating valuable leads every month? How about every week or day? If not, why not?
Leads are the food your business needs to survive.
Make sure you keep your business well-nourished.
Remember, you don’t need to start with a huge amount of leads. In fact, it’s natural to start generating just a few leads every month to begin with. The important thing is to start somewhere and then keep improving based on the results.
If you need help generating leads for your business, then social media is a great first step in that direction.
With billions of people using social media every day, chances are very high that your potential customers are using at least one of the many available channels. It’s just a matter of finding them and reaching out to them with the right message.
See also: Our daily webinar on “How to generate leads for your business using Twitter”.
BE CONSISTENT IN YOUR LEAD CONVERSION
The second area you need to be consistent with in your marketing is in having a refined process that converts leads into paying customers.
The way that we recommend you convert leads into paying customers is through:
1. Daily social media updates
2. Creating high-quality and relevant educational content
3. Targeted email marketing
Do you have a system for maintaining those three things? Not just once, but on a consistent basis?
You should! I can promise you, from doing this in our own agency and with our own clients, that this is how you can consistently bring in more sales.
If you don’t have a system yet, here are some quick tips to get you started.
Tip #1: Use software to schedule your social media updates in advance
Tip #2: The more content you create, the quicker you will see results
There are countless benefits to creating educational content for your business. The more content you create on a consistent basis, the better results you will get. To get started, create a list of the most common questions your customers ask and then develop content (blogs, articles, videos, etc.) that answer them.
Tip #3: Email your leads your valuable content
As a minimum, email people on your list once a month, to build trust that nurtures those your leads into sales.
HOW TO ENSURE YOU STAY CONSISTENT WITH YOUR MARKETING
Let’s be honest. Even when you have the best intention to focus on your marketing, sometimes other stuff gets in the way. You make a commitment to be consistent but then you get bombarded with client work, or life throws you another roadblock.
What you have to remember though is that your sales and marketing will help your business survive and thrive!
So, you must make it an absolute priority.
CHALLENGE YOURSELF TO BE CONSISTENT IN YOUR MARKETING AND SALES
One of the ways successful business owners have managed to be consistent is by giving themselves a challenge.
Why not do the same? Give yourself a 30-day challenge to do something related to lead generation and lead conversion.
The second (and more powerful way) to stay consistent is by telling other people about your challenge.
By telling other people, it holds you accountable to them. Now you have to do it or your reputation will suffer. Yes, it’s simple psychology, but it works.
I did something similar when I launched my marketing podcast on iTunes.
I said on social media, to everyone on my email list, to my friends and family, and on the first episode of my podcast that I would record one new episode every day, Monday to Friday.
I knew if I didn’t make that commitment publicly it probably wasn’t going to happen. But now that I’ve told everyone – I have to do it. And, as you can see, it’s been working.
So, start developing a system to be consistent in your lead generation and lead conversion and very soon you too will start to reap the rewards and results of your hard work.