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What's something that you really want to accomplish? Is it getting out of debt? Losing 10 pounds? Growing your business? Finally catch up on Game of Thrones?
For virtually any goal, there's one behavior that unites them all: consistency.
Unfortunately, you're not going to pay off your mortgage after being thrifty for a day (or a week). Your 6-pack isn't going to appear after doing one sit-up. (Or ten. Or a hundred.) Businesses don't grow on autopilot. And even if you binge-watch Game of Thrones, you're still going to have to dedicate the time and effort to pushing play and staying on the couch.
While we all know that marketing our business is important – so why does it always fall to the bottom of our to-do list?
Even as a marketing professional with over a dozen years of experience, I still struggle with consistency. I know that I need to blog twice a week, and share on social media every day. But I still get caught up procrastinating by researching, scrolling Facebook, and reorganizing my editorial calendar.
As a reminder (for both me and you!), here are 4 reasons that consistency is one of the most important elements of your marketing. More important than how color-coordinated your design, the perfect word choices – you need to be consistent.
How often do you forget to brush your teeth? Probably not very often. That's because you've made it a habit. You probably have it paired with other activities, like showering or putting on your pajamas. You've developed the habit over decades.
The same is true of your marketing. When you consistently create content, send email newsletters, and engage on social media, it becomes a habit. Soon, you'll just do it as part of your routine. When you sit down on Sunday evening (or whenever you create your content), you will automatically open your browser window and start writing.
Once you start handling your marketing consistently, it gets easier. Creating and engaging gets easier the more you do it. Writing one blog post or recording one podcast can spark an idea for a second one, and a third, and so-on. Participating with your peers, customers, and potential customers generates conversations that you want to keep going.
And speaking of conversations…
When you're creating and engaging, your audience gets to know you. They start to understand who you are, and, in return, you get to know who they are. I'm in a 10,000 person Facebook group that's super-engaged, and with a very active owner and moderators. Today, another active group member posted that she was expanding her VA services due to some personal challenges. The group owner had gotten to know the member and approved the post, giving her the opportunity to overcome what could have been a devastating blow. All because she engaged consistently and developed relationships within the community.
Once you start building consistency, your customer comes to expect it. Just like your mail comes every day at about the same time and your favorite daily newsletter appears each morning, you want to show up for your clients when they expect you. Plus, if you're offering services (like consulting, virtual assistance, etc.), your clients need to know that you'll follow through on your commitments.
Of course, it's easier said than done to be consistent. You probably won't wake up tomorrow and magically be able to create your weekly podcast and 15 social media posts without a hiccup. Consistency is a practice that we all undertake to achieve our goals.
How are you practicing consistency in your marketing? Let us know in the comments!
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