I’ve gone over key concepts such as content, in-bound links, search and social media optimization. Now it’s time to address a critical feature of all healthy and successful online campaigns: Consistency. This is especially relevant for people who aren’t part of a large company that can devote time and resources to online campaigns. If it’s just you or a few people consistency is even more important.
When you first start a blog or social media campaign it’s easy to get fired up and post non-stop. That new-car smell might even last for a few months. But, inevitably most campaigns end up hitting what we like to refer to as the “blogger wall.”
The “blogger wall” is no different then a runner’s wall. Once you hit it you have two choices: push through or give up. Let’s address how each of those two choices go down.
No one likes to give up. It’s admitting defeat. Acknowledging that you couldn’t get done what you set out to do. When it comes to digital media strategies a lot of the time people give up without even knowing they’re giving up. To go back to the running metaphor for a second, when you hit that runner’s wall you know you’re giving up. You can’t breathe any longer, your lungs are on fire and your legs are telling you, “no more.” Unfortunately, when it comes to running online campaigns it’s often not as simple as your body screaming that you’re exhausted. A lot of the time it’s just a slow fizzle until there’s nothing left in the tank. Here are a few warning signs that your strategies might be on life support.
It doesn’t matter if you post once a day, once a month or once every 6 months. As long as your prospective or loyal readers/users know what to expect your content management schedule is irrelevant. What starts to chip away at readers’ loyalty is when they expect new content and it’s not there.
Laziness has a way of seeping into our online activity. Who among us hasn’t felt the need to just post a quick link to a picture or video rather than writing up an informative and useful article? It’s perfectly OK to get some quick content up but make sure that it doesn’t become a habit. We’ve seen some really awesome sites go by the wayside for the sole reason that content and engagement/happiness campaigns were run with little or no effort.
It’s nice to be ambitious but make sure you routinely check in with yourself or your team to make sure your online goals match up with you reality. If you don’t have the time to run a site/blog/social media campaign either figure out how to create that time or hire someone with professional experience who can. Good ideas are a dime a dozen, it’s the execution that makes good ideas into great ones.
As the old saying goes, “Know Thy Enemy.” If you’re aware of the things that can slowly hamper an otherwise solid campaign you’re more likely to avoid the potential pitfalls. The main point we’re trying to get across here is to stay with it. Just because it’s the internet doesn’t mean the same rules that apply offline don’t apply online. In fact, online more than anywhere else good content has a great chance of getting discovered and then rewarded. So keep at it!