Do you do marketing only when you need clients?

Good marketing is consistent.

Too many businesses suffer from the feast-and-famine cycle: sometimes having enough clients, sometimes having few to none and then having to scramble to get more clients.

If you do your marketing consistently, you will smooth out your business growth, and transcend that peak-and-valley cycle, and have enough or more-than-enough clients all the time.

You know that “friend” you hear from once in awhile, only when they have something to sell you? Many businesses are like that too — they only contact their audience when they have something to sell. No wonder they haven’t built a loyal and growing audience…

The way I think of marketing is not primarily as “getting clients”, but as an act of “connecting, exploring, educating, and uplifting.”
Therefore, I enjoy doing “marketing” all the time. It is a true privilege to be in service to you, my audience, to have the precious opportunity of your attention!

In addition to being of service, I also use “marketing” to explore my message, further refine my voice, and to practice expressing what I feel is important, helpful, or at least interesting, in my field.

Therefore, I encourage you to stop thinking of marketing as “getting clients” or “making money”.

That survival energy is going to ooze out into your messages. Others feel it, and trust you less. You may even succumb to using spammy or manipulative tactics that you later regret, and they barely even work to get new clients.

If you are desperate for clients right now, read this post about making money fast — with integrity:

How to make money fast — with integrity

Not talking about “getting rich quick”, but giving yourself some breathing space…
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Instead, infuse your genuine, higher heart of service into all of your marketing.
Here are the actions to be consistent with:

Content
Be consistent in creating and sharing content.

Let content be an act of exploring your message, expressing what is important, educating your audience, uplifting those who need more hope, clarity, direction.

Be in exploration and expression of your experiences, as well as your clients’ “aha!” moments, your thoughts about your industry, and anything else relevant to your expertise that may be helpful to your audience.

Be consistent in serving your audience through your content. Good marketing is constant, not waiting until you’re hungry.

Offerings
Besides posting helpful content consistently, it is a good idea to occasionally post about your offerings, whether it’s your services or products or upcoming event.

Your audience members, as any human being, is thinking about their own issues and life. They’re not thinking about your services/products, until they see something about it.

This is why it’s important to be occasionally — yet consistently — inviting your audience to work with you in some way. Not as frequent as your content, but still consistent.

Otherwise, they are not thinking about your offerings.

Give them a regular opportunity to say Yes to your business.

Distribution
Keep improving how you distribute your content and offerings.

It should go without saying that you are sending a regular email newsletter, right? If not, that’s the first step. You can keep it simple, just a summary of your recent content, along with links to read the full posts. That’s what I do in my email newsletters. I also include my latest offering at the bottom of each newsletter. See examples here: www.georgekao.com/monthly

Besides an email newsletter, it is good to be learning how to use Facebook Ads (or other affordable paid advertising) more and more effectively, so that you can keep improving your reach to new and relevant audiences.

I’m continually studying how to use Facebook Ads to reach new people who are likely to enjoy my content. I recommend the same for you as well.

Optimization
Are you consciously improving the effectiveness of your content and offerings?

Study the engagement rates of your content. This might be something you’re not yet doing consistently: looking at which of your content pieces are resonating the most with your audience… and which pieces are not. Then, figure out the patterns of what works and what doesn’t. It can be helpful to do this with a friend, or a coach.

This will then empower you to be creating/sharing more of what’s resonating with your audience, and less of what’s not. You’ll be saving time, and creating content that’s more likely to be shared!

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