If your focus right now is sustainable growth you need to stop marketing like a…
Want to know why your marketing should compound over time and not expire in 24 hours? If your marketing only lasts for a day, or a few days, then you are putting you and your business in an unnecessarily tricky position. You’ll be stuck in a content creation hamster because if you don’t post something new no marketing will happen, and without any marketing, no leads or sales will be coming in. But there is another way. Keep on reading to find out why your marketing should compound over time and how it will make your life easier and your business more successful.
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YOUR MARKETING SHOULD COMPOUND OVER TIME – NOT EXPIRE IN 24 HOURS
Social media and the 24-hour marketing cycle
Social media has changed the face of marketing for good and for bad. Only a few decades ago you need to have a substantial amount of money in order to be able to market your business. And then social media came along. All of sudden anyone could open an account and start posting about their business – and there was the potential to be seen worldwide. For obvious reasons it was appealing to small business owners and quickly it became the primary marketing channel for many small businesses. But there is a major downside to social media – content doesn’t have a long lifespan.
Depending on the platform you use a social media post is going to last from a day (an Instagram story for example) to a week (a LinkedIn post). And even where a post has the opportunity to live for a week the life of a post very much will depend on how it performs in the first hours to day. This is what has resulted in the 24-hour marketing cycle and many small business owners finding themselves in a situation where they feel the need to post daily in order for their content to be seen and to stay top of mind for people.
The problem for small business owners, especially those who are doing all of their marketing by themselves, is that marketing and content creation are just of many things they are doing in their business and having to create new content every day takes up time and effort. And because the content has a short-life span in many ways it only offers value to the business for short period of time.
The alternative – marketing that compounds
Luckily there are still other ways to market your business and some of the other ways will allow the marketing to compound. A key way of doing this is by focusing on marketing that has a longer lifespan. This means that instead of content only be valuable for a day to a week it now becomes valuable for weeks, months and even years. This becomes massively powerful as all of the new content you create build on top of one another you are building multiple ways that your business is being marketed, which will results in new people become aware of your business, new leads and new sales.
In addition, marketing that compounds supports authority building. It will enable your business to feel as if it is everywhere and most people perceive a business that is everywhere to be successful.
Whilst in an ideal world you’ll continue to keep on create new marketing that is compounding on existing content if you do decide or have to stop marketing your business you can rest assured that won’t mean your leads and sales instantly stop. Instead because you have marketing that has a longer life you can slow down or step back from marketing for a period of time and know your business is still being marketed.
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Shine Online is for business owners who want to make the most of online marketing so they can attract great clients worldwide – in the most efficient and effective way possible. If that sounds good to you come and join us. |
Shifting your marketing
Hopefully you can see the advantages of using marketing that compounds over time, and if you are ready to take advantage of compounding marketing you’ll need to shift your marketing.
1. Think about the lifespan of content
The first shift you need to make is looking, and focusing on maximising, the lifespan of your content. As mentioned content on different platforms will have different lifespans. But even within a marketing channel content can have different lifespans. For example with email marketing if you solely create newsletters that you write and send to your list you are again on a content creation hamster wheel. But by deciding to create some automated email sequences you can have marketing that happens automatically months and even years in the future based on specific actions subscribers take.
2. Concentrate on marketing that will continue to be found long into the future
A great way to do this is by creating long-form content that is optimised for search. SEO content will mean that in months or even years your content can be served via a search engine and new people will come across your business. You can do this via a blog, a YouTube channel or podcast episodes.
3. Focus predominantly on evergreen content
Sometimes you can have content that can be found long in the future, but because it was timely content it is no longer relevant. This is where you’ll want to focus on as much as possible creating evergreen content so whether someone comes across your content this week, next month or next year it is still valuable. If you are new to evergreen content check out my beginner’s guide here.
Creating a marketing system that works even when you don’t
As mentioned above there are three key areas that you’ll need to focus on in order to have marketing that compounds over time rather than expiring in 24 hours. Being able to create a marketing strategy that takes into embraces those key shifts will mean you have a marketing system that works even when you don’t. You’ll have confidence that the marketing you are creating will be found for a long time, will be relevant for a long time and will continue to generate new leads and sales for months even years. This means you’ll be able to reduce your reliance on social media if you choose, or at least be able to take time away from marketing (whether by choice or force) and not worry about the impact it will have on your leads and sales.
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In my training MARKETING MACHINE: Create a Marketing System That Generates Leads and Sales EVEN WHEN You Aren’t Working you’ll learn how to create a marketing system based are your strengths and preferences, but will enable your business to make leads and sales 24/7 whether you are actively marketing your business, on holiday, asleep or doing anything else. |
That’s it! You now know why your marketing should compound over time – not expire in 24 hours.
Hopefully from reading this you can see the power of marketing that compounds. Not only will it mean as your business gets older marketing will get easier and easier. But it will give you the freedom to be able to step back from feeling as if you have to constantly post on social media.
Let me know in the comments what your biggest takeaway has been.
| JOIN SHINE ONLINE AND FOCUS ON MARKETING THAT IS EFFECTIVE, EFFICIENT AND ATTRACTS CLIENTS WORLDWIDE.
As you can see there is a lot to consider when creating your marketing strategy, but you don’t have to do it alone. Shine Online is for business owners who want to make the most of online marketing so they can attract great clients worldwide. |
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