Marketing is something you have to do every single day.
I know of an organization with over 2,000 newsletter subscribers, but the organization hasn’t sent a newsletter in 12 months.
And, before you judge them, how are you doing with your marketing activities?
Raise your hand if any of the following describe you:
- You haven’t Tweeted anything this week. Or even, this month.
- You’re not sure what your password is to LinkedIn.
- You don’t know what’s on the homepage of your website.
- You can’t recall the last post you published.
- You haven’t gone to an industry-related event or conference this year.
- You have the same box of business cards you ordered when you opened for business.
- You have newsletter subscribers, but you have never sent them anything.
Believe it, or not, most organizations I work with are doing, or have done, one or all of the above. Including me.
Drip Marketing. Maybe you’ve heard this analogy before. You instigate enough drips, eventually, you’ll get a bucket full of water. Drip. Drip. It’s a good analogy, but I hate dripping faucets. Or dripping ceilings. We were renting a house that had a ceiling leak by the fireplace. The landlord sent roofer after roofer, but they could not repair that stupid leak. Drip. Drip.
Let’s try this analogy: If marketing is the mechanism that makes an analog clock work: tick tock tick tock, then you might understand that when the tick tock stops, the clock stops working. If the gears inside the clock wear down, strip out, or you just don’t wind the clock: it’s not going to work. If you don’t use Twitter, go to networking events or blog: your business isn’t going to grow. That’s fairly simplistic, but I hope you get my point. A marketing activity is something you must repeat, and repeat, and repeat: ad nauseum. You are sick of it, but your soon-to-be client is not sick of it. It’s completely new to her. Something you said at a local conference, something you wrote in a blog post, something you liked on LinkedIn…caught her attention. The marketing Rule of Seven says your soon-to-be client needs to hear or see your marketing message seven times before it gets her attention. Of course, that not a proven metric. It’s more like seven times seven!
Tick Tock. Tick Tock. What are you doing to wind your marketing clock?
Pick one or two marketing activities. And do them. Every day. Same time. Every day. Just like when you had an analog clock that you had to wind every day.
“What you do every day matters more than what you do once in a while.” Author, Gretchen Rubin
It takes little time to daily wind your marketing clock. Send a Tweet. Connect with someone on LinkedIn. Register for an industry conference. (Then, Tweet that you’re going!) Set your smart phone alarm for 15 minutes and write. Read a blog related to your business and post a comment.
Whatever you do, do it. Don’t stop. Your soon-to-be customer thanks you!
Next Post: what marketing activities are the best ones for your business?