Have you ever known a truly great fisherman? If so, he or she probably had one major trait — decades of steadfast desire and passion to fish at every opportunity possible. That's no coincidence.
As with fishing, consistency, persistence and patience pay with digital marketing, for several reasons.
It takes time to build an audience.
Your success on social media platforms
depends upon consistently reaching a large number of contacts. No one starts off on day one with 5,000 likes on Facebook or 10,000 followers on Twitter. It takes time to build up your network of valuable contacts, to lure them with your compelling content, and to keep them coming back.
Trial and error is a must.
A consistent effort means periodically reviewing your results and adjusting your methods based on what works and what does not work. With online marketing, it can take time to figure out your best course of action. The key is to keep fine-tuning your content and trying different fishing holes until you find your sweet spot.
Rome wasn't built in a day, and neither is credibility.
Most people today are wary of blatant advertising, aware that there's always someone around the next corner who wants to sell them or sign them. It's unlikely that a social media contact is going to read a few paragraphs, dial the phone, and hire you to provide your services. Consistently offering them valuable, dependable content builds rapport, credibility
and — this is most important — trust.
You have competition.
At any given time, there's probably more than one fisherman on the lake. So who catches the most, and the biggest, fish? Usually it is the guy who spends the most time with his hook in the water.
Put yourself in your prospective clients' shoes.
You've spent decades working to create a sizable nest egg for yourself, and you're looking for a financial advisor to help guide some very important decisions. Are you going to call an advisor who just popped up on Twitter with one interesting article? Or the advisor whose name you know and trust because you've followed them for months? It's clear that a consistent and persistent effort will pay off and help you beat the competition.
The biggest mistake you can make in online marketing is giving up too early. It takes time to build an audience, gain their trust, and see a “paycheck” in the form of new business or referrals. Because of this requirement, many financial advisors throw in the towel before they ever catch the big fish
. In fact, you can count on some of your competition doing just that. But if you persistently fine-tune your efforts, consistently provide valuable content, and patiently give your efforts time to pay off, you can be that expert fisherman who always comes home with a great catch.
See also: Stop using a pole to fish for referrals – fish with a net