Consistently showing up breeds trust in all aspects of your business. When your clients can count on you to be on time, solve their problems, and do what you say you’ll do, they trust you. There’s no reason not to.
Building trust with your potential clients works in the same way; presenting yourself regularly, offering tangible solutions to their problems, and following through on every promise you make will allow your potential client to trust you. Trust you enough to give you their email address. Then a bit of their time. And finally, a bit of their money.
When developing your marketing strategy, you will need to remember how key consistency is to the strategy’s success.
Your strategy must first exist. (Click here for help with creating it.)
Then it must be put into action. (Here are my suggestions for that.)
Then it needs to STAY in action, consistently, long enough to produce results. (Hence, this blog post.)
There is no perfect formula to show how long a strategy has to be applied for it to work. (I wish there was!) But there IS a trend I can offer to show how consistency affects your #BestClientEver.
The more consistently you show up, the more your #BestClientEver wants you to.
So, let’s think about this for a second.
If you’ve defined your #BestClientEver (that dream client you’d love to work with) and you’ve developed your marketing strategy specifically to attract that one unicorn of a person, doesn’t it make sense that that person will only be INTRIGUED and EXCITED to hear from you regularly?
So often I hear business owners say things like, “Well, I don’t want to SPAM them with my stuff all the time so I guess it’s okay that I missed publishing a blog post this week.” And, “I kind of fell off the wagon there for a few weeks with posting to my Facebook Page. Life got crazy. You think anyone noticed?”
The short answer: Yes, someone noticed. Your #BestClientEver. Because they were so into what you were dishing out and then you bailed on them.
To avoid this on-again-off-again inconsistency, there are a few ways to make sure your marketing strategy is executed as planned.
First, double check that you’ve been REALISTIC in your planning.
I understand that some businesses post once to Facebook, twice to Instagram, eight times to Twitter, and ten times to Pinterest every single day. And publish blog posts multiples times a week. And email their list twice a week. And speak at events. And do this and that and fifty other things. I urge you to ignore those extremes and decide what is realistic for YOU and your team (if you have one).
Next, identify the things that suck.
Yes, I’m serious! Identify the things that suck your time and energy away from what you are good at. Then figure out ways to outsource and delegate those tasks to team members.*
*If you don’t have someone to delegate tasks to, that’s okay. I suggest you start thinking about it – believe me, it could very well revolutionize your business like it has mine. And if it’s truly out of reach for you right now, prioritize what is absolutely essential to your strategy and execute those things. Be ruthless in looking at what needs to happen and what could be put on the back-burner for now.
Outsourcing and delegating duties to team members usually happens in one of a few ways. Which one do you identify with?
- You love creating content such as writing, videography, photography or design work but hate publishing that content and scheduling it out into the world. If this is you, consider outsourcing to a blog/social media optimizer or find someone who is already on your team with this expertise.
- You love scheduling it all out, but hate creating the actual content. Outsourcing to a content creator familiar with your industry or someone on your team able to create consistently for you will free up time for you to work in your “strength zone.”
- None of the above is in your wheelhouse. Outsource content creation, scheduling, writing and publishing to an online marketing consultant or agency that creates and implements all of this for you.
Hey that’s us at JAM! (wink wink)
NOTE: Depending on what you decide to outsource or delegate, the rest of this post may be for you or someone else on your team. Share this article with those who will be responsible for helping you so they can see where you’re heading.
Next, schedule content with an editorial calendar.
Most marketing strategies will require the creation of content, whether in the form of blog posts, videos, emails, social media posts, advertisements, etc.
Decide ahead of time what you’ll need to produce content for instead of coming up with ideas on the fly. On-the-fly ideas don’t create a cohesive story for your #BestClientEver. They get confused about where they should start and what matters.
We’ve recorded a demonstration of our BLOG editorial calendar here, for reference. And BONUS, we’ve included the editable spreadsheets here for you to work with. (TYPE A PLANNERS, I GOT YOU.)
Next, batch content creation.
Once you’ve got your editorial calendar in place, set aside chunks of time to prepare the content. This could be a certain day of the week you produce for the next week or it could be an all-day creation session for the next few weeks or month.
Right now, I’m writing my blog content the week it’s to be published. This isn’t comfortable or ideal for me, as I’d appreciate a longer buffer of time. I’m working on batching the blog content a bit more strategically so I’m working ahead by 3-4 weeks.
My social media scheduling, on the other hand, is generally batched monthly and scheduled four weeks in advance. This is ideal for me and my business.
There’s no right or wrong way to batch, so no pressure. It’s simply important that you feel just enough urge to create the content without the stress of a super close deadline.
Finally, use tools to schedule publish dates and promotion.
Once the content is created, use tools to help schedule a consistent presence. For blogging, your website platform will have a feature to allow you to schedule for when a post publishes. Email services easily allow for this too. The more typical question is about how to schedule social media content. My favorite is Buffer, as I’ve discussed in this article, because it’s the most user-friendly scheduler I’ve found. Other options include Hootsuite, Meet Edgar, and CoSchedule.
Watch how easy Buffer is to use within Chrome, utilizing it’s Chrome Extension:
In review, here are the basic steps to creating consistency within your marketing strategy and building trust with your potential clients:
- Make sure your strategy is realistic.
- Identify things that you should be doing and delegate everything else.
- Create an editorial calendar. (Use this template!)
- Batch content creation.
- Use tools to schedule publish dates and promotion.
When following these steps, you can ensure that your strategy AND the execution of that strategy is rock-solid, breeding trust in the minds of your potential clients.