It's not what you do in a day. It's what you do every day. Click To Tweet
A mentor told me the above quote once, and I’ve never forgotten it. And I haven’t found an area in which this is better applied than to social media marketing success.
At the beginning of any new social media campaign or new client venture, there is an understandable level of excitement about the project. I know I get excited. The client is pumped that they’re taking a big step towards growing the business. Everyone is ready and willing to carry their load and then some. We start by blogging twice per week, posting a dozen times a day, and engaging with everyone in their space.
Then, they get busy. Life happens. The project takes a back seat. The content engine slows down, causing people to become discouraged about the lack of progress. This malaise can continue until the project eventually loses all steam. That’s why I am a firm believer in doing things you can sustain. Persistence is more important than excitement.
I counsel my clients to start small and do no more than they can comfortably add to their workflow. I don’t want their team to get stretched too thin. Don’t get me wrong: excitement is great. But I’d rather be strategic and add some of that (now) free-flowing content to the “bank” for a rainy day.
Have you ever found yourself losing steam after making a great start, say, with your blog? Ever completely lose focus on social media because other business took your attention for a season.
Start by writing one post per month. It will feel almost unnaturally slow in the beginning. After a time, add in a second. Then, perhaps start layering in some social media activity. Next thing you know, you’ll have added layer upon layer of complexity, but it won’t feel like you’ve made a revolutionary change. You will have simply improved upon what is now an effective social media marketing process.
So, get started. Start small. Don’t get discouraged and most importantly of all, do only what you can consistently do.