Business visibility relies on being noticeable all the time. In fact it can hardly take a day off.
This is a tall order for a small business. There are so many other demands on our time, it is difficult to schedule in marketing activities without our other work suffering.
But it needn’t be seen as a chore if it is carefully structured into an editorial calendar or diary. This way you can see in advance what the next subject matter is going to be, especially if you use it as part of a new event or product promotion.
Drip feed marketing works best over time, but it does require planning. By focusing on your final objective or outcome, and starting well enough in advance, scheduling your promotional strategy, both off- and online, will begin to appear to less of a problem if you know what you have got to do.
This is where frequency versus consistency comes into play. Sure your marketing has to be frequent, but this doesn’t mean going at it hell for leather and then fizzling out in an exhausted heap. All the attention you will have generated during that explosion of activity will be left hanging and wondering what has happened if there is no continuation.
Being consistent within your marketing means you can put in place a strategy that is functional, practical and achievable. A slow, consistent drip will achieve its desired end more readily than a fast, furious example. People need to be wooed, coerced, educated and entertained over a long period of time before they feel comfortable to take action, and only once this had been done will a sprint to the end prove to be effective.
Blogging is a good example of consistency over frequency. It is a medium where you can help your customers learn to understand you, appreciate what you stand for and find out more than they normally would from just your website. A blog is a focal point to direct interested parties to learn more, read an explanation that backs up your latest promotion, and archive past experiences and articles for those who have time to research further.
That is why I suggest people should post at least once a week, consistently over a long period of time, rather than create a flurry of posts that go out all at once followed by a long period of silence. Your readers will learn to expect new material each week, and may subscribe so they can read it as soon as it is published. And the same goes for your social media followers, if they have always seen a new post feed every week at around the same time, they are more likely to be ready waiting for it or actively search it out later. Thus you have created a guaranteed audience!
About the author:
Alice Elliott’s alter ego is the Fairy Blog Mother, a magical educational resource for all your blogging needs. Find out about her tuition and design services at http://fairyblogmother.co.uk