In our Digital Marketing Advice Part 1 article, we talked about being careful of get rich quick schemes and that if it sounds too good to be true it probably is. So, if get rich quick does work then what does? There is no shortcut. Hard work, persistence, and steady progress is what it takes. You know this.
Consistency in Digital Marketing
Zig Ziglar described this best in an analogy about using an old fashion pump. He said you first had to prime the pump – meaning literally pour water in the top of the pump down the pipe to prime it before it would work to start pumping water. You then had to rigorously and consistently pump the pump to get the water to slowly rise up the pipe. If you pumped too slowly the water would never rise. If you pumped fast but then quit before water flowed out of the pump, the water would fall back to the bottom. But once you pumped hard enough, consistently enough, and long enough the water would begin to flow. And from then on, a few easy pumps would result in a steady flow of cold clear water!
Along with this, Zig would say that the harder and deeper the well, the more pumping and longer pumping would be required. But once the water flowed out of that well, it was colder, clearer, and better tasting! So, he would say, is the story of life.
And so is the story of marketing. Unless you hit a viral post, the most likely way to win is consistency over a sufficiently long enough time.
How many posts should you make per week for home service digital marketing?
What exactly does this translate into for home service digital marketing? Well, we start with two to three social media posts per week, one long-form value add article per month for local website SEO, and one email campaign per month. This is by far fewer than some companies that are posting multiple times a day and sending near daily emails. But the key is it is a place to start and a place that is reasonable to be consistent over a sufficiently long period of time such as a year to two. We can always scale up or down as the company grows, but for local home services that are just starting to ramp up digital marketing, this pace has been a good cadence to get that water to rise up the pump and turn into a steady flow of leads each month.
The Selway Group 