Marathon Marketing

By Jack LaRue
 
I've found that marketing is a lot like running. It's better to do a little of it consistently than to try to do too much all at once. If you're out of shape, trying to run ten miles in a single day won't solve your problem. It'll just make you sore and cranky and less likely to get out there tomorrow. On the other hand, a short run a few times a week is much more likely to produce results  and the next day, you can go a little further.
 
Marketing is the same way. There's nothing you can do to turn around your image overnight. The secret is to do a little at a time, and to do it consistently. In fact it's often more effective to increase the frequency of what you're already doing than to embark on a completely new effort.
 
A good way to increase the consistency of your marketing is to think about your current efforts. Do you have a firm newsletter or e-newsletter? Do you do any advertising? What about direct mail or e-mail? Public speaking? Webinars? Networking events? Write it all down.
 
Next, get a calendar. Enter the launch dates of each marketing effort  the dates when your ads run, your e-mail send dates, speaking engagement dates, and the like.
 
Now, step back and take a look at your new marketing calendar. Do you see any gaps? Any dates where you've got multiple marketing efforts piled up? If so, you may want to think about how to fill in those gaps. You don't necessarily have to think up a new marketing effort. In many cases, it's more effective to simply repeat your existing efforts more frequently.
 
This is a great way to increase your frequency and consistency. And by running fewer marketing efforts more frequently, you may find that you get better results in less time. Multiple contacts are more effective than any single event.
 
Remember, improving your marketing effectiveness doesn't always mean trying something totally new. Instead, grab your calendar and see if you can simply do what you're already doing more consistently. Whether you're running a marathon or a marketing campaign, slow and steady wins the race.
 
Read more marketing articles by Jack LaRue.
 
About the author:
Jack LaRue is the senior vice president of myPay Solutions at Thomson Reuters Tax & Accounting.

 

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