Marketing Consistently

[Jerry Smith]

It can take a while to build significant awareness. As a small business you face competition for attention. This comes from your direct competition to be sure, but generally your prospects and referral sources are subjected to a huge number of sales and marketing messages every day.

How do you stand out? One of the ways to do this is develop a marketing message that sounds different from those your audience typically hears. This is a separate topic covered extensively in the Get More Great Clients program, but there is something that is equally important - CONSISTENCY of application.

Meaning what? By way of illustration let's examine the often used marketing tactic for small business - networking. There are numerous books written on this topic alone and various "networking gurus" to help you develop your networking skills. It is certainly a vital marketing tactic for many.

It is one that requires consistency to be successful. It is (like most marketing efforts) long term. In fact once you commit to it, it is continuous. In the early days of building your network this is particularly important because:

* Lack of awareness - people probably don't know you and if they do, they probably don't know what you do
* People are busy - remember you are not the only one networking. Others have their own agenda and most likely they are also looking to build relationships. It is a mistake to assume that everyone will remember you and your services when they meet you once, fleetingly at that networking meeting
* You look more serious about your business when people see you often, and at more than one venue. The first time you meet someone, however interested they are in what you do, there is a better chance they will take you seriously when they see you regularly.

So, early on it is important that you establish your presence. Regular and consistent attendance (as well as developing networking skills) is absolutely key.

However once yo are established on the "circuit" YOU STILL NEED TO BE A CONSISTENT ATTENDER!

Why is that?

* Out of sight, out of mind - Once you disappear, it is surprising how rapidly people forget you. You don't need to attend quite as frequently as when you were building your network, but you still need to be there.
* People assume the worst - despite the virtues (and necessity) of positive thinking, the economy is still tough for many. If you assume that the work is done in building your network (which it never is by the way) and consequently draw back from networking, many people will notice. Those that do may well assume things are going badly for you. That isn't a message you want getting out
* Mixed messages - you want people to associate you with your message and what it is you do to help your clients. They will lose that if it isn't reinforced.

Although this is networking related, the general point is broader and applies to most, if not all, your marketing efforts. Gaining attention is one thing but really building awareness takes time and consistency whether you are using direct mail, advertising, social media, bill boards, presentations - whatever.

Decide on the tactics, commit to applying them consistently. It is the key to marketing effectiveness!