Commit to Consistency

What can you do to improve your marketing? Committing to consistency and repetition is the best and most profitalbe way. Failing to be consistent with the message quality and frequency can put all of your marketing efforts at risk. Inconsistencies can confuse prospects and clients to the point where they don’t fell comfortable with your company.

It is very common that business owners will fall into a trap of believing that they can run marketing offers once in awhile. They run ads one week and don’t run them again because the ads didn’t meet their expectations. They forget or are ignorant to the fact that frequency is a major factor in marketing success.

Sometimes they get lucky and find a message that works and draws in a little new business. With this success in hand, they often become complacent and pull back their marketing because they believe the success will continue from this one victory. They forgot that the only constant in business is change and, without marketing, eventually business will slow down.

They will become their own worst enemy by not continuing to consistently capitalize on the message that worked. They have the best intentions to market on a regular basis; however, because of a lack of planning they throw an advertisement here or there. This small business marketing strategy only lead to minimal results and wasted dollars invested. Only a consistent deliver can create outstanding marketing results.

Constantly and Relentlessly Market Your Business

Being constant is another key component of this principle. As we touched on earlier, repetition brings marketing success. Creating an impression takes many, many exposures to your message. That’s exactly why you will see or hear the same annoying commercial over and over. Even though it may annoy you, it’s doing its job by leaving a significant impression on you.

Adopting a constant posture in your marketing doesn’t mean sticking with one tactic using a single delivery method. It is important to take your clear and consistent message and spread it through other forms of delivery to the same target, intelligently. A prime example of this is the discount department stores. You see their ads on TV, hear their radio spots, receive their direct mail coupons, and find their inserts in your newspaper. They make themselves ubiquitous in your life through a constant barrage of marketing messages aimed only at you to take action. You may not always give them your full attention, but they leave an impression that is part of your decision making process.

Being constant is the twin sister of being relentless. Never giving up is a virtue of successful small business marketing strategy. Those who get discouraged and fall into the incompetence trap don’t become successful. It’s that simple. What only pays is a dogged determination that moves a business forward and marketing is no exception.

To be relentless doesn’t mean being rude or overbearing. It is simply keeping your product and service offering tastefully in front of the prospects and clients without intruding. This can be a delicate balancing act for any marketer. You want to be familiar without being obnoxious.

These four qualities of clear, consistent, constant and relentless each interconnect to give you a solid principle that will allow you to spread your benefits to those who matter most…your clients and prospects. All it takes is saying the same thing, say it the same way, say it often, and don’t give up saying it.

Learn more at the Small Business Marketing Hub