When I’m in the car, I like to listen to the radio.
(I know, I’m old school like that).
There are two or three stations I like to tune into. Mostly rock but occasionally I’ll venture into the pop or even jazz channels.
The point is, I can predictably turn the radio dial (press the button) and get to the types of music I enjoy.
That’s because radio stations are always on. They keep showing up. They have a genre. Most importantly, they run a program.
And that’s how I like to think about marketing also.
Good marketing is like an always-on radio station. People learn to expect what you’re about. They tune in when they can, and tune out when they’re busy, but you’re always showing up regardless. And people learn to expect that.
Imagine radio stations only periodically ran “campaigns” of music and banter whenever they wanted to sell ads. You’d never have their station tuned to your favourites, which means they wouldn’t even exist in your mind.
It’s the same with marketing—particularly when you’re trying to sell your services and expertise.
Rather than thinking in fits and starts—doing big pushes between long downtime—try to keep the music flowing.
Even if it’s small pieces published regularly, being consistent with it over time is part of the magic that gets people to buy from you.
People learn to tune into your station when they have the time. You’re on their favourites list (eg. email list or social following).
Campaigns have a place, but good marketing is less about campaigns and more about maintaining a program.
What’s your program?
—kevin