It’s pretty much human nature to be impatient, much more, perhaps, when we’re talking about returns on investment. In the past, I have personally handled sporadic marketers, or clients who have quickly jumped in and out of certain marketing efforts or strategies simply because they weren’t seeing results after a few weeks.
Now, don’t get me wrong. I completely understand why clients would drop one thing and dive into another in the hopes of achieving their marketing goals. However, what they don’t know is that this may hurt their business in the long run. This is because when you market sporadically, you spread yourself too thinly, and it makes promoting awareness or establishing influence over your target market difficult.
But first, what exactly is SPORADIC MARKETING?
The word sporadic means occasional or infrequent. On a marketing standpoint, being sporadic means not having any solid plans or strategies. A sporadic marketer is someone who starts a marketing campaign but does not see it through. It’s also someone who launches too many marketing campaigns that they eventually lose focus of their goals.
Tim Grover, author of Relentless, once said: “Trying is an open invitation to failure, just another way of saying, ‘If I fail, it’s not my fault, I tried.’ Anyone can start something; very few people can finish.”
If you’re a sporadic marketer, chances are, your results may have more misses than hits. Perhaps you won’t even see results at all, because you didn’t finish what you started.
So how do you AVOID being a SPORADIC MARKETER? Here are three tips:
FOCUS ON YOUR GOALS
Goals are important. Whatever you want to achieve with your marketing campaigns should help shape them. Ask yourself what you want to accomplish. Do you want to introduce your brand because you’re fairly new in the industry? Are you launching a new product or service? Do you want to engage your customers and learn more about what they think of your brand?
When you’ve identified your goal, start building a marketing campaign that’s tailor made to achieve it. Focus on your goal to make sure you don’t stray from your objectives. This way, you will not only determine the approach you need for your marketing, but you will also know what to look for when analyzing results.
THINK LONG TERM
The truth of the matter is, marketing campaigns won’t return significant results until after six months or so. I know, you’re probably saying “I can’t wait that long!” and I get that. You’re investing a lot of money after all and would want to know if you are spending your money wisely.
But this mindset can cause you to be sporadic in your marketing. It can compel you to try one strategy after another without really seeing results. I want you to avoid that by thinking long term. Ask yourself where and how you can advertise the longest and get the most bang for your buck over time. It’s also helpful to develop a marketing calendar, so that you can plan “activities” you need to do to accomplish your goals.
Consistency can only be achieved when you decide on something and stick to it. Let’s say you’ve planned an educational approach to your marketing. You’ve produced several educational videos to achieve that goal. A way to be consistent in marketing these videos is to determine which platforms you want to publish them on and stick with them. Do you want to distribute them via YouTube? Facebook? Vimeo?
Identify which platform will work best for you and consistently do your marketing on it. Feel free to tweak your approach as you see fit, but stay focused on your goals and stick to the platform you chose. Over time, you will notice your momentum picking up, even without a specific campaign or special promotion running.
If you’re feeling a little lost about your marketing efforts, I have created a comprehensive course about planning and setting up your marketing campaigns in such a way that you’d be able to get an ROI. Click here to start today.