Slow and Steady Wins the Race

 I preach the power of consistency.  A lot.   I talk about it content marketing, sales, building a business, fitness…and life.  We need consistency and patience.  Intuitively we all know it’s true.  Sure…some people might take off like a phoenix to success.  But most people have to “show up” over and over and over before an audience starts to notice. It makes sense and I know it’s true.  But knowing it doesn’t mean it’s easy.  Let me give you an example. I decided about a month ago that I needed to double down on my content marketing efforts for Hasseman Marketing.  I even blogged about it (here) at the beginning of the journey.  “We are a media company, and we are going to start acting like it.”  I also decided that I wanted to be unreasonable and I talked about that here.  So I did.  I started to post a blog on the Hasseman Marketing website every day.  One of my goals, as you might expect, was to increase traffic to our site.  I looked at our web traffic for the year and took a snapshot to see what that looked like before the journey.  We had had one month in the past year where we had the most traffic by far (it was because of one post) and the previous month (May) was our lowest traffic month of the year.   I knew that if I posted every day, we could have a significant impact on our website traffic.  I just knew it.  Right? About 10 or 12 days into the month I decided to take my first look.  I was on vacation and I had time.  So I decided to check on the progress so I could brag about the difference I was making in our online presence.  What did it look like?  Well by posting each day, our traffic (at that point in the month) was lower than May.  That’s right.  The traffic was lower than our worst month for the previous year.  I know…it was only 10 or 12 days in…but I would be lying if I said that didn’t hurt. At that point it would have been easy to say “screw it.”  It’s not working.  But instead I decided I wanted to see the experiment through.  Spoiler alert…I was glad I did. By continuing to post each and every day, something cool happened.  Though I did not have any “hits,” the cumulative effect of showing up, started to work.  Each day the numbers started to climb.  People on Linked in might comment on a post that I had put online a week ago.  And with each passing day, there are more posts for them to find.   Over the next few days the numbers went past our worst month and worked their way up the list.  We continued to track up…slowly but surely.  By the end of the month, the best month’s traffic was in range.  Did we pass it?  Yes.  And we did it with no “viral hit.”   It’s hard to see the progress and the impact of a goal while you are grinding toward it.  That’s the reason to focus on the daily list of tasks.  We all want a quick hit to the top.  But in the end, it’s slow and steady that still wins the race. Make sure never miss an update (or any piece of content!).  Sign up for our VIP newsletter here.  

Written by: Kirby Hasseman

Kirby Hasseman is the CEO of Hasseman Marketing & Communications. Kirby hosts a weekly Web show called Delivering Marketing Joy where he interviews business leaders from around the country. Kirby has published four books. His most recent is “Fan of Happy.” His book, called "Delivering Marketing Joy" is about doing “promo right” and is perfect for people in the industry and customers. He also wrote “Think Big For Small Business” and “Give Your Way to Success. All are available on Amazon.