I often hear people say, “My marketing isn’t working!” And while that might sound like a cry for help, the truth is – it actually is working.
It just might not be delivering instant results, and that’s perfectly okay. So let’s discuss how your marketing is doing its thing, even if you can’t see the magic happening right away.
Marketing is a slow burn
Think of marketing as a bit like growing a garden. You plant your seeds — your content, your ads, your social posts and just putting yourself out there in general — and then you water them with consistency and a bit of patience.
Before you know it, those seeds sprout into something beautiful. But don’t expect a harvest overnight. Sometimes, your marketing efforts take time to build up brand awareness and trust before they finally pay off in sales.
Repeated exposure, Repeated exposure
This brilliant graphic from Neil Patel shows how many times someone needs to see your content before they’re ready to take the plunge and buy. For some products, that might be as few as three or four exposures. For pricier services — say, something over $10,000 — it could take up to 16 exposures for businesses or even 23 for everyday consumers.
It’s all about building familiarity. Each time someone sees your content, they’re slowly building the confidence and trust in your business. Until they finally decide, “Yeah, I’m ready!”
Direct vs. indirect attribution
Now, here’s where it gets interesting (to me at least). It may seem a little jargon-y, but bear with me. Many businesses get hung up on direct attribution — that is attributing the sale or conversion to the final click taken by the customer.
But marketing is more like a relay race. Your Facebook ads, your email newsletters, your Instagram posts; all of them play a part in nudging someone along the decision-making process.
Even if you can’t pinpoint a single piece of content as the magic bullet, know that every touchpoint adds up. It’s not just about that final click; it’s about all the exposure along the way.
Trust the process
So, next time you catch yourself thinking, “My marketing isn’t working,” take a deep breath and trust the process. Every time a potential client sees your content, they’re inching closer to making that purchase or booking that call. It’s a slow burn that builds exposure and trust over time. Keep at it, and don’t get discouraged if you don’t see immediate spikes in sales.
Remember, great things take time. Stick with your strategy, keep delivering value, and let your marketing work its magic in the background. Before long, you’ll see the fruits of your labour.