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The Most Underrated Skill In Marketing

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I’ve always been fascinated with successful businesses and how they handle their marketing. From Google to YouTube stars, I’ve dedicated a significant portion of my life to studying how these companies and people conduct themselves on a day-to-day basis. My hope is that if I could crack their code and figure out what they have in common, I may be able to replicate their success someday.

Most of these companies and people share many commonalities. They obviously have talent, they work hard, and they have great ideas. Most of us could list off these traits without much thought.

However, when it comes to marketing, one thing I’ve noticed about the most successful companies time and time again is the consistency with which they convey their message to the public. This consistency is one of the most underrated and underappreciated skills in marketing.

Not every post they publish will be Pulitzer-Prize worthy. Not every online ad they create will be worthy of an Addy Award. These companies understand that this is irrelevant as long as they remain consistent with their marketing efforts.

 We all want to believe that the very first post we publish or the very first video we share will bring us millions of leads, followers, and dollars, but the reality is that the vast majority of successful companies grow their audiences and influence over time by consistently engaging with their followers.

Here is a short exercise you can try. Set up an actual schedule of days and times you will post every week. Maybe on Tuesday and Thursday at 1 p.m. for video posts on Facebook and every single day for things like Insta Stories or Snapchat stories.

I am willing to bet that if you stick to a schedule similar to the one that I’ve outlined for a few months you will build up your following and influence dramatically. Contrast this with a company that maybe post once on a Saturday and then goes dark on their audience for a week or two, then posts again on some other random day, and continues this type of sporadic marketing for the same amount of time.

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After several months, I’m willing to bet this company’s following and influence would not have grown much, if at all. Your users are human after all, and humans love patterns, rhythm, and flow. These are things that being consistent will provide.

When the time comes for you and your company to discuss your marketing efforts, keep consistency in mind. Don’t aim to just produce that single, perfect post. Instead, decide to be prolific in your marketing efforts and structure a marketing schedule that keeps your audience engaged.

Things like competitor companies, family, friends, Netflix shows, YouTube videos, work, and several other things are all competing for the attention and time of your followers. If you don’t consistently engage them and communicate with them regularly you and your company run the risk of losing those relationships.


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