Be patient with new marketing campaigns

By Chris Haycock | 22 May 2022

One of the worst things you can do when running a new marketing campaign is to give up after the first attempt, thinking that the channel is a dud. It's probably not. Here's why.

If you're a business owner, and are overwhelmed by marketing, read this.

Ever since the birth of the Internet, small business owners have more promotional channels than ever to market their business.

Sounds great. But this comes at a cost.

It means that there are far too many ways to market your business than you can handle.

Oh, the irony.

Yes, you've got to try as many different ideas as you can in order to discover which channels perform the best, but this can also bog you down too.

Desperate to discover where the diamonds are buried, business owners don't spend ENOUGH time or resources on each promotional channel to find out if they REALLY work.

Take Facebook ads. Many people experiment with one or two ads, find out that they don't work first time, give up, and move onto the next idea.

Bad idea. Inconsistency is a poor strategy for building a brand.

No matter what channel you use to promote your business, you have to show up consistently to start gaining customers. It can take as many as 10 or more exposures to a brand before a prospective customer decides to take action.

It's a trust thing.

That's why the best plumbers, roofers, electricians and skip hire companies advertise in their local papers every single week.

Consistency and longevity brings results… eventually.

The Internet was meant to be the "great leveller", giving small businesses a chance to match - or even outgun the big brands. But the big companies already have the awareness, brand recall, and - above all - trust.

Running a single ad campaign on one channel IS going to disappoint you, unless you invest time, effort and money on a series of ads designed to warm up your future customers, and get them used to seeing your brand.

This takes patience, because you need to analyse the results of a channel, iterate with changes learned from the campaign results, and try again until you see something working.

Marketing is a long game, and results don't come overnight.

Don't spread yourself too thin by experimenting with too many channels at once. It'll become a nightmare to pick apart what's working, and what isn't.

Give each channel time to mature.

Choose a medium you're already familiar and comfortable with, and start off slowly with low-budget campaigns, so you can learn what promotional activities show an inkling of promise.

Then gradually release a series of campaigns, tweaking each as you go along, based on what you're learning as you progress.

Stick with it, because - be under no illusion here - very little happens at first.

Yes, it takes time. But remember, you need people to see your brand multiple times before they trust you enough to pick up the phone, or click on an ad, or fill in a form.

Consistency is the key to success in marketing. Show up, be the solution your customers are looking for, and never appear to be a business that's there one minute and gone the next.

Have a great day.

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