In order to get consistent and predictable results from your marketing, you need to have a system.
Of course, your system should be based on a strategy. But as important as your strategy is, it’s the systems that produce results consistently over time.
Without a system, you have haphazard activities and inconsistent results.
Processes, on the other hand, become the instruction manual for the system. They’re the step-by-step breakdown of each part of the system.
These might seem mundane at first blush, but they’re critical.
You can get a rocket to space with a good system, but only if you follow the individual processes within it.
As a marketing advisor, I break things down into four core parts: strategy, systems, processes, and results.
Results (or lack thereof) should be analyzed at one or more of those four levels using quantifiable data.
When things go wrong, the focus should be turned towards fixing the part of the system that didn’t work. Like the Wright brothers when they built the airplane, they kept iterating on the system until it worked.
A lot of people run marketing program without any of the four parts I mentioned in place. That’s why their results are so inconsistent.
If you want to get consistent, repeatable results from your marketing, try breaking down your efforts into those four parts.
Treat it like an object outside of any one individual. Everything is documented and set to a specific timeline of events. It’s a machine you constantly tweak and improve.
Build the system, set it to a schedule that works for you, tweak it as much as needed, and document it along the way.