Does this sound like you?
Facebook is the social marketing site to be on. You put up a Page, add a little content, quickly get bored, and abandon it after one month. “Facebook doesn’t work.”
Google Ads – it’s the only way to advertise online. You put in a few dollars, write out a simple sentence, send the link back to your home page and sit there waiting for results. They never come. “Google Ads don’t work.”
Blogging; blogging is the best thing to do to gain clients. You write a post or two and realize you don’t have time. So you hire a friend to write for you and they write one post in a year. You hire a writer and after two months you drop the service – I need results now. “This blogging thing doesn’t work either.”
Hmm… Are you starting to see a pattern here? And more importantly are you recognizing the pattern in you?
If you’ve ever gone through an extensive marketing program with some of the top marketers in the world, you’ll learn two things.
1. Put as much as you can into your marketing, and run with it non-stop.
2. When times are bad and you’re thinking about stopping your marketing, increase it instead.
Why is that?
The best marketers in the world know one very important thing that keeps them at the top (and keeps most small businesses at the bottom) and that’s marketing longevity.
It takes a long time for people to even notice your marketing – up to 12 views before it even registers in their minds.
It takes even longer for people to pay attention to your marketing – if they have no need for it, it may look nice, but they won’t pay attention.
Once they decide they need your product or service, realize you can offer what they need, only then does your marketing start to come into play. Only then do they pay attention. And only then does it come back to the 12 views to realize you’re the one.
Three days on Facebook? Not going to cut it.
A week of Google Ads? Not doing you any good.
Six blog posts in a year, written by different people in different formats? Its barely registering in the online marketing world.
What is your best practice instead?
Marketing is a never ending process. Where do your potential clients hang out? How do you want to reach them? What platform do you wish to reach out to them with? Do your own due diligence; then once you have a platform in place, solidify it and make it as strong as it can be.
2. Use your platform
Blogging works. I know it does because I’ve used it for years, and its always been my main form of bringing in new clients. But you have to develop a strong voice, you have to write for what people are looking for, and you have to write regularly to gain traction. It’s the right platform for me. It may be the right platform for you too. But even if you choose a different platform, the key is using it over and over again, so your prospects and customers know beyond a shadow of a doubt that you will be there. If you blog, the post will show up every week. If you send postcards, you’ll get one in the mail every month. If you’re in a magazine, that same ad will be there every issue. Its expected; you’re dependable.
3. Change the process, not the platform
When experts tell you to “test and change”, they aren’t telling you to change your marketing platform, only your marketing message. If you have decided to send postcards, don’t stop sending them, change your message on them instead. Or change the frequency in which you send them. If you’ve decided to blog, make your content better, make it more readable, make it more sharable. But never – NEVER – stop the process. Simply change something about it instead.
There’s a difference between a platform and the tool, a platform and the message. Too many people don’t understand the difference and they stop using the main platform that was just starting to work, just starting to gain a little attention. Once you start, be in it for the long haul. You will reap the benefits, but only if you give it the time to work.