Recently when we lost internet for about 2 days, it was like a trip back to the ‘90s. My oldest learned what it’s like to wait through commercials to finish a show on “live” TV. He was almost dumbfounded at the fact that we couldn’t just skip them. (Funny enough, commercials are part of what inspired me to become a copywriter, but I digress).
We all probably recognize the idea of instant gratification but are we truly aware? Even fast-food restaurants have apps so you can order your food BEFORE you get there! As much as I appreciate the convenience, I’ve found it’s set up some unrealistic expectations in places where instant gratification just can’t happen. Mainly the timeline for marketing strategy results.
My biggest cringe as a copywriter is a client who expects their overall marketing goals to be met within the first month, if not the first week. It’s just not possible. I have a feeling any SEO expert will tell you that analytics are great, but even the immediate figures don’t necessarily dictate the future. I think the Wizard of Ads said it best:
“...the best campaigns aren’t seeking instant gratification through sales at all, they are seeking long-term relationships with their customers.”
Good marketing isn’t just about how many sales it brings in, but the relationships it creates. Those relationships are the new brand loyalty because they build trust between a consumer and a business.
Even as someone who has their own marketing business, I struggle with not seeing instant results. I may put out a rockstar newsletter or post once about an amazing marketing package, but that doesn’t necessarily mean people will be blowing up my phone to work with me.
Great marketing takes time, as in up to 90 days MINIMUM time. That’s a hard number to swallow, but it’s the truth. Think of it this way:
If someone walked up to you on the street and asked you to marry them, you’d think they were crazy.
Your customers aren’t going to commit after one post, blog, or other marketing pieces either.
So, just like any good thing, two big factors to hone in on:
1. Give your marketing strategy a reasonable timeline, especially if your business is new. Quick results don’t create repeat customers. Repeat customers not only bring more sales but friends, too.
2. Be consistent. You can’t put out a newsletter once and a while and expect an influx of customers. They need to be familiar with you, what you do, why they should choose you over the other guys.
To make your marketing strategy a five-star experience, don’t cheapen it to drive-through quality. The best things take time!