Internet Marketing Methods in 2017: Relentless Consistency is King
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It’s that time of the year again. New Years. The time when optimism flows like fine red wine across the seas of golden promises we make to ourselves.
We’re going to lose weight. We’re going to explode our business. We’re going take on new internet marketing methods and crush our content marketing goals.
And how are we going to do this?
We’re going to the gym 7 days a week! We’re going to make 100 sales calls a day! We’re going to publish a new blog post every weekday this year for 52 weeks straight!
There’s just one problem with all of these resolutions; they are impossible. Every year, we convert the high-flying optimism of New Years into impossibly unattainable goals. We never learn the simple lesson:
Success doesn’t come from rapid bursts of erratic activity. Success comes from taking steady, methodical, consistent action over time.
The Show About Nothing
Let’s take an example from an unlikely source; television.
Many people consider Seinfeld to be the greatest TV show of all time. Between 1992 and 1998, the show was regularly viewed by as many as 30 – 40 million people each week. Over 76 million people tuned in for the series finale.
Ratings aside, let me ask you a question. Do you remember when Seinfeld was on? You just learned what years it was on, but do you remember specifically when the show was on each week?
If you said Thursday night at 9PM Eastern, 8PM Central you are exactly right!
But let’s think about that for a minute. It’s been off the air for nearly 20 years and you STILL remember when it was on.
Why? … CONSISTENCY!
It happened every week at the exact same time on the exact same channel for 9 years. And here’s the kicker. It was nearly canceled multiple times in its first three seasons. It was thanks to the championing of NBC executive Brandon Tartikoff that the show was given its time to consistently show up on televisions across America until it found its audience.
Why S.M.A.R.T. Goals Aren’t Always Smart
What have we learned so far?
1. You can more than likely recall the time and day of your favorite show from decades ago thanks to its weekly consistency.
2. In Seinfeld’s case, that consistently translated into the most successful show in television history.
But if consistency is the key, how do you take these lessons and apply them to your 2017 internet marketing methods goals?
It’s time to get realistic.
Let’s say your goal is to double traffic to your website. You’re fired up about your new internet marketing methods and heard content is the way to go in 2017. Specifically, you’re really excited about blogging so you decide your company will publish a new blog post every weekday.
You know about S.M.A.R.T. goals and you think this fits the bill. As far as you’re concerned, this is; Specific. Measurable. Attainable. Realistic. & Time Oriented.
Once again, your emotions have gotten the best of you.
While you and the rest of the guys at the office might be able to push out a new post each day for the first week or two … heck, maybe even three! It’s obvious that it’s just a matter of time before the realities of business take over and you miss a day … then two days … then a week … then three.
The next thing you know, it’s December 2017, you haven’t published a single blog post in 10 months, your site traffic hasn’t increased, and you still only get 1 or 2 leads a month from your website.
You might be thinking there has to be a way to stop your emotions from overtaking your emotions in trying to achieve your goals this year, and you would be right.
It’s time to A.I.M. S.M.A.R.T.
A.I.M.ing for S.M.A.R.T. Internet Marketing Methods in 2017
We just took a look at the SMART acronym and discovered it can help us set clear goals, but even with the “Realistic” and “Attainable” in there, our emotions can still get in the way.
So what’s missing? … We forgot to AIM.
AIM stands for…
A: Acceptable Minimum – This is the lowest possible number of times you would have to do your activity each week to feel like you’re making progress. In other words, if you did the desired action any less than this each week you would feel like a failure.
I: Ideal – This is usually the easiest to figure out because it’s almost always where we start. We’re going to go the gym 7 times a week, make 100 sales calls a day, and publish a new blog every day! Just watch!
M: Median – This is a number you feel comfortable with between your Ideal and your Acceptable Minimum.
Here’s how it works.
Let’s go back to our internet marketing methods example. Let’s say you are ready to kick off a killer content marketing program for 2017. If all of the stars align and all the planets retrograde at the right time, you’re convinced you can publish daily.
Perfect! We have your IDEAL number of posts each week … 5.
Now that we have your ideal, what would you say is an Acceptable Minimum? If you didn’t publish at least this much each week, you would feel like the effort was losing ground … 1 blog post, you say? Excellent.
Now, what is the Median between 5 posts and 1 post each week you feel confident you can accomplish?
Three is feeling good at first, but who’s kidding who? You decide to go for two posts each week so anything over and above that is gravy.
Feels good doesn’t it?!
You can use this little AIM SMART formula for any goals you want to achieve. It works for the simple reason that it gives you the freedom to be consistent.
As an aside, we recommend our clients start at one blog post a week. You don’t have to be the Huffington Post or the New York Times publishing dozens of articles a day. You just have to steadily, methodically, consistently publish helpful content that serves your customers and prospects.
Eating Our Own Dog Food
For the past 90+ weeks, Tribe Rocket Inc. consistently published a new episode of the Oil and Gas This Week Podcast. Every Friday, Mark LaCour and I chopped up a handful of weekly headlines from throughout the oilfield.
That consistency paid off and it’s now the #1 oil and gas podcast in the world. However, our internet marketing methods didn’t pay off immediately. Here’s a graph to show what I mean:
As you can see, the success of OGTW didn’t happen overnight. The same will hold true for you when you decide to go all-in with content. You’re not going to publish one post and watch traffic flood your website while the lead flow goes nuts.
It won’t happen after two posts either. Or three. Or four. But over time, the steady drip-drip-drip of consistent action will open up a wellspring of success.
Relentless consistency is the key to all success, especially in online marketing. (Click to Tweet This)
Introducing do the
Which is exactly why we started
Where did this idea come from?
I recently decided to step away as co-host of OGTW. This came as quite a shock to many people, but I did it so we could shift our focus. 2017 is the year of written content for Tribe Rocket Inc.
Don’t get me wrong, doing the show each week with Mark is an absolute blast. But, when it comes to content that translates into actual dollars in our business, written content has always performed better FOR US.
This is a subject for a future issue, but I use all caps here to stress that written content produces the greatest return on investment for OUR business.
What internet marketing methods work for YOU is always unique to YOUR business and YOUR audience.
That said, we’re moving ahead with the same relentless consistency we brought to OGTW. You can expect a new issue of
Consequently, we are also looking for contributors to
You can email me directly at firstname.lastname@example.org.
On the other hand, if you prefer to stay in the background and read along that’s perfectly okay as well. Either way, as long as we’re relentlessly consistent, we can absolutely crush it this year!
I’m A.I.M.ed S.M.A.R.T. and dialed in, baby!! How about you?
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