The power of consistency in marketing
You know you should be more consistent with your marketing, but life, business and everything else keeps getting in the way. It’s hard to keep all the plates spinning all of the time, but are you harming your chances of success when your marketing is all over the place?
Great question!
It’s a conversation I have a lot - words to the effect of “I’m really good and ‘on it’ for a few weeks, but then I run out of things to say, or I get too busy. I stop and it’s hard to get going again”.
Starting and stopping all the time, constantly wracking your brain for things to say - it’s exhausting.
But if we know consistency is important, what stops us and what can we do to raise our chances of being more consistent, without setting unrealistic expectations, putting more pressure on ourselves or relying on strategies that don’t align with our natural energy and values.
Let’s take a look.
Why consistency matters in marketing
You’ve probably heard this time and time again, but it’s worth repeating
It builds trust - people feel safer and more confident working with you when they see and hear you regularly. Consistency helps create a sense of reliability.
It creates connection - regular marketing feels like an ongoing, meaningful conversation rather than random announcements or pushy sales tactics.
It helps you manage your energy - instead of swinging between action - pause - scramble to catch up, you stay connected without the need for big bursts of effort or motivation.
It builds your confidence - the more you show up (your way), the more natural it feels and the more you start to trust yourself and the process.
So what stops us from being consistent?
Does any of this sound familiar?
Perfectionism: you want everything you share to feel ‘right’ and add value so you spend hours crafting the perfect post…only to end up not sharing it at all.
Overcomplicating it: you feel like you need to be doing all the things - creating content, being on all platforms, networking, podcasting, videos etc etc etc. All that pressure to perform leaves you feeling overwhelmed and you freeze!
Too many options: there’s so much noise out there. So many options and ideas. It’s easy to get stuck trying to decide where to start or what to do for the best, so you end up going round in circles or doing nothing.
Being seen feels too exposing: increasing visibility, and ‘putting yourself out there’, can feel uncomfortable - especially for quieter, more introverted entrepreneurs. You might worry about being judged or getting it wrong, but it also drains your energy.
Life gets busy: without simple systems in place marketing can quickly fall to the bottom of the list when other priorities demand your attention.
No clear rhythm or plan: without a plan or structure in place you end up relying on bursts of inspiration or motivation and when this dries up, so does your marketing.
How to stay consistent, your way
Yes, I’m a planner, but most of my clients aren’t. It’s one of the reasons they come to me in the first place, so I encourage them to build a rhythm and flow to their marketing - daily, weekly and monthly habits that remove the need for constant overthinking.
It’s about getting the big rocks in first, the activities that will make the biggest difference to your business, whether that’s regular emails, blog content, networking or events.
Once those are in place, you can choose to fill the gaps with other marketing as and when needed or inspiration hits. This approach creates a baseline rhythm - a foundation that keeps you consistent, while still allowing room for higher-energy moments and creative bursts.
Here are a few ideas…
▪️Start with a core activity that helps you be discovered
Choose one main discoverable activity - something that lives beyond the moment and helps new people find you such as a blog, podcast, video, article or workshop.
▪️Add one offline visibility action
Balance your online presence with something that builds connection in the real world - it could be networking, hosting or attending events or collaborating with others.
▪️Batch-create when you can
Create content in batches or collate ideas when inspiration strikes so you’re not starting from scratch every time - draft blogs, email outlines, social captions, talking points for networking meetings etc
▪️Break it down and repurpose
Take your core content piece and rework it across different channels e.g. a blog becomes an email, a podcast inspires a video, a webinar fuels future content. Don’t be afraid to repurpose your best content.
▪️Use templates to save you time
Set up simple templates to take the pressure off — think blog outlines, email sequences, content templates, standard bios, testimonial requests.
▪️Implement systems to support you
Create a content calendar, a marketing schedule or checklist to help you stay organised and consistent without overthinking.
Decide what consistency means for you
Remember that you don’t have to follow anyone else’s rules. Ask yourself:
✨ What marketing rhythm would feel realistic and manageable for me right now?
✨ What’s the simplest way I can show up regularly without burning out?
Maybe for you consistency is one post a week, a blog post each month or checking in with your network daily. Your consistency might change with the time of year or your stage of business…and that’s OK.
The goal isn’t to do more - it’s to do what matters most. By creating a rhythm and flow to your marketing you can approach it consistently, in a way that feels more natural, more aligned and far more effective.
Need some help creating a simple rhythm and flow for your marketing. Book a call and let’s talk it through.
