If you are responsible for the marketing of your organization, I can pretty much guarantee that this is a statement you will find yourself thinking somewhere along the line… “It seems like we just did this!” And if you are doing things according to plan, you would be right.
For instance, we are in the process now of updating our website, not a major overhaul – that was done a year ago at this time, but none the less enough of a change that someone will notice a new look. Likewise we will be adding updated videos (Google likes this you know) and content as well over the next couple of weeks. We are also in the process of planning a new seminar for clients, which we do several times a year, as well as other marketing strategies such as newsletters, a blog compilation, an exhibit booth at a conference and several others. All of these we do on a regular basis, several times per year.
The point in this discussion is that in order to succeed in marketing your business there are many things that can have a major impact – three of which I will outline here, but none more important than the last one.
- Important to do things right – in other words make sure that the message you are sharing is crafted correctly, your methods of distribution are well-coordinated, the follow-up is routine, and that you are following “best practices.”
- Good to be Lucky – or maybe this should be better stated as being in the right place at the right time. This is obviously not any “textbook” strategy that you will read about or learn in a marketing class, but I would maintain is very much part of many success stories!
- Consistency makes a difference – without a consistent follow-through of your plan, none of the first two even have a chance of working! Think in terms of Nike’s classic slogan – Just Do It! This is where the idea that you will get tired of what your messaging is well before most of your client’s and prospects even recognize it.
So while it is always important to look for new ways to communicate and share your message, it is even more important to continue to follow a plan and do the things that you said you were going to do, even when they become repetitive. It is in fact the redundancy factor that helps brand your product or service, to be in the right place at the right time.
What is it that you are repeating right now?