I’m sitting here thinking about writing a blog post. However, I’m racked with guilt over having committed the number 1 sin in content marketing...and that crime was STOPPING! You see I also have a successful Interior Design business which I run with my business partner, and somewhere along the way, I got a little distracted with this new venture of ours. Plus I become so consumed in marketing everyone else's business, I forgot about my own. I'm lucky enough to have a loyal client base, but that can give you a false sense of security.
When it comes to the power of marketing for your business, it’s very easy – too easy (as mentioned above) – to rest on your laurels and just stop, get distracted or maybe even just give up. When it comes to content marketing, the simple choice is just to relax and reflect, to see if what you have so far is worth the investment already.
The reasons why you get halted or slow down in production do not matter, either. The fact is that when you find yourself slowing down, a little drop in profits is likely not too far away for you. You could find yourself getting overwhelmed with other parts of life and dropping to once a month, then every few months. Eventually, you find that you have managed to stop entirely.
That’s not good enough, though – not if you want to succeed. Stopping marketing is usually a pretty solid way of ensuring you drop down the ladder and watch revenues drip away entirely. Any good digital marketing campaign has to be worked on regularly; it has to carry unique value each time (as much as is possible in such a competitive world) and it has to be put across multiple platforms for maximum exposure.
One small article tweeted out once or twice does not cut it, sorry. If you think that this level of output is going to see your business take steps forward, you are in for a shock. Even if you aren’t noticing profits dipping or membership rates receding, the problem lies a little deeper when marketing slowdown sets in and starts to take hold. The place you are most likely to feel the pain is going to be in how clear your business is to understand. Someone who wants to buy from your business needs to know you are worth trusting – and constant content management and digital marketing builds that trust continuously. This means making sure that you 100% understand and appreciate your potential audience and marketplace.
You also then have to be ready to put in the work to deliver content that is worth reading in the first place. Most people don’t want to invest in the time and commitment needed to see a genuine level of consistent success moving forward; they just want the success. Your business has to earn that reputation first, and this comes from always making sure that you come across as active and engaged in the industry!
The best way to do that is to provide regular postings, even if they are just offering smart insight and basic value. People, when they come to look at your business, want to see activity. A YouTube channel with no new videos and a blog that is covered in cobwebs does your business no favours.
It’s probably better to have no digital marketing than a poor digital marketing strategy. If you see this as a viable way to promote a business (it most definitely is) then give it 100% rather than 50%; you might just see the kind of differences that you had hoped for in the first place.
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