The Power of Persistence: Why Your Marketing Strategy Needs Time to Thrive
I’d like to share something I’ve learned after 11 years doing marketing in our area. You can’t just show up in one place and expect magic to happen. We need to be omni-channel – meaning utilizing multiple marketing outlets simultaneously (i.e., social media, print, email marketing, etc.) in order to break through and have potential customers take notice.
Businesses that consistently stay visible across multiple channels are the ones writing success stories.
Why Omnichannel?
Think about your own customer journey. You might see a business in Pooler Magazine, then check their Facebook page, visit their website, and finally receive an email newsletter before making a purchase. And guess what? When you ask them how they heard about you, they may not remember which channel was the one that made them call you. This isn’t unique – it’s the new normal. Your customers are everywhere and it takes multiple touchpoints for you to be noticed.
The Six-Month Success Framework
Here’s a truth I’ve learned from working with hundreds of local businesses: Real marketing success isn’t a sprint – it’s a strategic journey. When business owners ask me why they need to commit to at least six months, I explain it this way:
Think about your own buying habits. When you discover a new business, do you immediately make a purchase? Probably not. You might see their ad in Pooler Magazine, then check out their Facebook page, maybe drive by their store, see a few more social posts, and finally decide to give them a try. That’s exactly why we need time and multiple touchpoints.
Let me break down what actually happens during those crucial first six months:
Month 1-2: Building Awareness
• Your potential customers start recognizing your name
• They begin noticing you across different channels
• Their curiosity gets sparked, but they’re not ready to act yet.
Month 3-4: Developing Trust
• People start remembering your message
• They see consistency across platforms
• They begin engaging with your content
• Your credibility grows as they see you’re a credible business in the community and are here to stay.
Month 5-6: Converting Interest to Action
• Customers have seen enough to trust your brand
• They’ve had time to understand your value
• They’re ready to make that first purchase
• Your multiple touchpoints have created a comfort level.
Here’s what I’ve seen time and time again: businesses that pull the plug after just a month or two miss out on the momentum they’ve already started building. It’s like planting seeds but not giving them time to grow – you’ve already done the hard work, but you won’t see the results without patience and consistent nurturing.
The Omnichannel Advantage: A Real-World Perspective
Let me share something I’ve noticed after publishing our magazines for years: the most successful local businesses understand that different customers prefer different ways of getting information. Some of your potential customers love flipping through Effingham Magazine while having their morning coffee. Others are scrolling Facebook during their lunch break, and some are checking their email after the kids go to bed.
Here’s how a smart omnichannel approach actually works in our South Georgia market:
Print Presence
• Your ad in our magazines reaches 25,000-40,000 local readers
• It has been proven that people keep our magazines for months
• Your business gains credibility through association with trusted local publications.
Digital Touchpoints
• Your social media keeps you connected daily with your community
• Email newsletters nurture relationships with interested customers
• Your website works 24/7 as your digital storefront.
Community Connection
• Local events reinforce your physical presence
• Word-of-mouth amplifies across all channels.
Real Numbers Tell the Story
I’ll be straight with you – our data shows that today’s customers typically need 8-10 meaningful interactions with your business before making a buying decision. That’s not just a number I read somewhere; it’s what we’ve tracked right here in Bryan, Chatham and Effingham counties.
Your Strategic Roadmap:
Start Strong: Launch with a solid marketing plan and strategy
Expand Smart: Start with a strong brand presence tactic like print. Build out your digital presence systematically
Stay Consistent: Keep your message clear and consistent across every platform.
Be Sure to Track: Tracking is not just about who likes your posts on social media. Did your web traffic increase during the time of your campaign? Did you get more phone calls, messages or general inquiries during the same period? Maybe your time to sale was a bit smoother because that customer was already familiar with your brand due to the marketing efforts.
Adjust as Needed: Fine-tune your approach along the way while staying consistent and sticking with the channels you chose – for at least 6 months.
Build Relationships: Use each channel to deepen connections with your community
A Personal Note: I’ve spent over 33 years in marketing, and I can tell you this with absolute certainty – there are no real shortcuts to building a strong business presence. But there is a proven path: showing up consistently where your customers are, with a message that resonates, for long enough to build real trust.
Ready to Create Your Success Story? Let’s talk about how we can help you build a powerful presence across all the right channels. Contact us today, and let’s start building your omnichannel success story together.