Marketing works when its consistent and persistent. Consistent marketing works when you get your message in front of people to ensure visibility time after time after time.
Heart centred marketing does not work once.
Consistent marketing does not work once.
Once is not enough.
Over the years I have worked with hundreds of heart-centred business owners to help them get clarity in their marketing to create the results they desire. Picture the scene, we are having a cup of coffee in a nice venue, on a VIP day and they are excited to have a second pair of eyes on their business to get some fresh input and ideas. We discuss the marketing activity in their business. The marketing activity that they have done to date and the marketing activity that they could do going forward. When we look deeper into certain channels and activities, they often say to me ‘I tried that once, but it didn’t work’.
And I’m thinking. You tried it once??
So, you went to a network group once? Or you created a Facebook ad once? You sent a press release to a publication that is perfect for your soul sista clients once? You sent a tweet once? You sent an email to your invaluable list once? You spoke at an event once? You sent a direct mail campaign once?
Exaggeration? No.
Let’s put this into context. Think about your house, maintaining a house takes work, that’s why its called house work. We need to change the beds, clean the bathroom, hoover the carpets, go shopping for food, clean the car – you get the picture.
Can you imagine if these tasks were done once? The sheets be walking off the bed, the bathroom be a health hazard, nobody in your family would eat ever again and you would die.
This is why once is killing your heart centred business as once doesn’t work.
Once isn’t enough. Consistent marketing is a muscle we need to exercise. The content we share out in the world needs to stick and doing it once won’t cut it.
I have said it before and I make no excuses for saying it again. When I was studying for my CIM (Chartered Institute of Marketing) diploma in 1995 I remember learning that you needed to get your message in front of people 7-8 times before they bought, to train the brain into familiarity as people buy from you if they like, know and trust you. Nowadays it’s more like 17-18 times, due to the amount of noise we are subjected to. 85% more noise than our grandparents ever were.
Yes, we are blessed to have the internet (thank you universe) and social media channels that help us get our message in front of our tribe, this wasn’t a possibility in 1995. But what we do have is noise.
This much noise …
In one minute …
Facebook has 900,000 log in’s
YouTube has 4.1 million videos viewed
Google has 3.5 million searches
LinkedIn has 120 new accounts created
156 million emails are sent
452,000 tweets are sent
and Tinder has 900,000 swipes (not sure if they are left or right 🙂
In ONE minute!
It’s mind blowing, and if just reading it is mind blowing, then think about our poor prospects, when we expect them to take everything in that we are trying to tell them ONCE.
Exercise your consistent marketing muscle (just like going regularly to the gym – you are not going to get a beach body bikini by going once). OK, OK Jo we get the point you are trying to make I hear you cry.
This is serious stuff though ladies. I urge you to choose a couple of marketing platforms and do them well, do them consistently and persistently to achieve the results.
Marketing platforms are like fires – you need to keep them burning to see the benefits. The ladies at the network group need to get the opportunity to interact with you and get to know, like and trust you. The people on your list need to see your emails pop up a few times before they open one out of curiosity, the social media post need to register a few times before people click through to your website to read more.
It’s the same with sales. Sales solve everything, it’s pretty miserable building a business without cash flow and Sales Solve Everything.
The fortune is in the follow up.
However,
48% of sales people never follow up
25% of sales people make a 2nd contact
12% of sales people make 3 contacts
Only 10% of sales people make more than 3 contacts
Even though;
2% of sales are made on the 1st contact
3% of sales are made on the 2nd contact
5% of sales are made on the 3rd contact
10% of sales are made on the 4th contact
80% of sales are made on the 5th to 12th contact
If you are a solo-preneur then YOU are your sales force, YOU are your sales people …
So, are you following up your leads? Having 121’s after your networking events? Capturing your prospects leads on a lead magnet (ensuring you adhere to GDPR’s new rules and regulations)?
Nurture your leads, nurture your lists, nurture your tribe because:
SW, SW, SW, SW, SW – some will, some wont, so what, someone is watching, and someone is waiting and frankly my darlings ONCE won’t work.
For help turning your marketing plan from a one hit wonder to a consistent hit, book your free 30 minutes discovery call where we can have a virtual cuppa and chat more – email me today – jo@josoley.com or call 07718123229
