Doing work in your business is a lot like exercise.
I’m not the most active person, and I’ll go back and forth being being pretty fit to being a couch potato.
When summer rolls around, I do everything I can to get into shape. I work out, I run, and I drink disgusting smoothies. I go to such an extreme that I wear myself out and quit my new workout regiment after a couple weeks.
What I should’ve been doing was doing simple but consistent exercise everyday throughout the whole year. But that’s boring.
And the same thing happens in business marketing.
Campaigns Are Fun, But Routines Are Boring
We gravitate towards doing things that are exciting or urgent because they give us immediate results, or at least the perception of it.
When the next holiday rolls around, we jump into a frenzy of graphics and ads and the latest social media feature.
What we should have been doing all year was grow our audience through consistent content marketing, but that’s boring.
I Get Bored in My Business Too.
I’ve slacked in my consistency.
I used to have a good marketing schedule setup. It consisted of blogging, social media, and email marketing. For a while, I experienced slow but gradual growth.
But I got bored. It’s a lot more fun to redesign my website for the millionth time. It’s more fun jump onto the latest video features that come out on Facebook or Instagram. It’s a lot more fun to try out new platforms for marketing like podcasting or lives videos.
But it came at the cost of consistent marketing. I stopped blogging. I reused the same social media posts and they got stale. I wasn’t sending out regular emails.
And because of it, my traffic plateaued, my leads slowed down, and I got less clients. All because I got bored and distracted by other things.
Don’t Get Shiny Object Syndrome
It’s pretty common for people in marketing to get this.
A new social media feature comes out. A new method for marketing is shared. A new tool to make business easier is published.
We get distracted by new things, especially around holidays that we invest all our attention into them and neglect the marketing basics that build our brands.
I’ve worked with a lot of teams that go through this. I’ve gone through it myself. It wastes a lot of time.
Just Do the Work
It’s not always fun, but it’s always essential.
Figure out what really makes you business grow and go do it. Make a plan. Commit to it. Track your progress. But just do it.
The daily grind isn’t fun or inspirational, but commitment to routine with minor adjustments is where you’ll see long-term sustainable growth.
If you do the basics of marketing year-round, you won’t have to work as hard when holidays or special campaigns roll around. You’ll be ready with that 6-pack because you’ve been preparing all year.