Gardens waking up is one of the definitive signs that summer’s on the way. Little seedlings pushing their way to the surface of the soil also illustrate one of the fundamentals of marketing: it takes time to see the real results.
Some efforts do generate immediate interest or sales. Tactics like a limited-time offer are particularly effective when targeting people who are already familiar with your business or are close to making a decision.
It’s a fact that most marketing efforts don’t yield instant returns. Brand awareness, search engine optimization, and long-term messaging strategies are designed to build recognition and trust over time. These efforts at the top of the marketing funnel help ensure that when someone is ready to make a purchase, your business is the one that comes to mind.
The marketing classic Rule of 7 suggests that people need to encounter your message an average of seven or more times before they take action. Some estimates place that number higher for today’s fast-moving media landscape. The takeaway is that helping your message stick takes repetition and consistency.
The best way to stay consistent is to have a strategic plan to keep your marketing active and intentional. Staying “always on” doesn’t mean being everywhere all the time. It’s about maintaining a regular presence that fits your budget and your goals. Steady, low-frequency efforts gain momentum over time and help build valuable top-of-mind awareness.
Consistency also matters in how your branding looks, sounds, and feels to potential customers. While you don’t have to keep all the elements the same, your advertising should be similar enough to be recognizable. This establishes trust and familiarity that pays off when customers are ready to act. Remember, too, that all the different touchpoints along the customer journey should support each other and deliver on the promise in your messaging.
Steady planting of those marketing seeds is key to growth and yields you can count on for seasons to come.
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