The secret to online marketing - whether it's using social media, blogging, podcasting, etc. - is consistency. Over time, that consistency builds a reputation and a following so that sales become easier.
The problem is it can be really hard to remain consistent over a long period of time. This is especially true if you're not a natural born marketer, are overwhelmed by the wealth of knowledge on the internet, or are constantly being distracted by the latest social media trend.
This is actually an issue I help private coaching clients with all the time. They are constantly asking me how they can get organized and remain consistent with their messaging without losing their minds. Here is what I tell them.
Use your online content to address common customer questions and objections.
I was recently speaking with a student in my upcoming group coaching program about an objection she hears all the time during sales meetings.
"I run a PR and social media company, and so many of my prospects don't want to hire me because they say they've been burned by PR companies in the past," she told me.
I responded by telling her to use that in her content marketing. She could make a video or even a blog post about what to do if you've been burned by a shady PR company. In doing so, she would have content, address their objection and build trust.
The truth is if you're really paying attention your market can basically dictate your content for you. No need to brainstorm and no need to come up with the best new idea. Just give your market what they want and what they need.
Outsource it if you need to.
If you really don't have time to be consistent with your online marketing, just hire someone else to do it. I can speak to this from the perspective of outsourcing this for my own brand as well as getting hired by other companies to write their content.
Sometimes writing content in a way that moves people isn't your strong suit. That's okay. Just hire someone (or a team) that is. Your time could be better spent elsewhere - like on the phone closing sales.
There's just one caveat. If you do decide to outsource your content and online marketing management, you'll still need to have a good idea of what's going on with your own market so you can delegate properly. Because of this, outsourcing this is not something I would recommend until you know your market better than they know themselves.
The last component to remaining consistent with your online marketing is to get organized. If you don't have a plan laid out, chances are you're not going to follow through on your marketing.
For example, I discuss content for my own website with my business manager at least a month in advance. I also use automation tools like Edgar to automatically post content across several social media platforms.
Sometimes I also plan content like email marketing campaigns around launches and promotions, that way I make sure the content is in alignment with my goal of making a profit. If you already have a promotional calendar for the year, all you have to do is create your content calendar around it.
Writing social media copy is only half the battle when it comes to online marketing. The reality is you need to remain consistent throughout a period of time in order to see the best results. By incorporating these tips, you'll be able to more easily keep your message out there.