I regularly preach the importance of consistency in your marketing.
In fact, if you did a search through every episode of the How I Do Content Podcast, you’d definitely find the word ‘consistency’ mentioned a whole damn lot.
Consistency IS important if you want to be visible to your ideal clients, build a memorable brand, and remain top of mind when your ideal clients are ready to buy…
…BUT consistency isn’t just about showing up a certain amount of times over a long period of time.
Yes, I know “showing up and sharing consistently” is often the advice shared in the online space on repeat, BUT that’s giving surface-level, not really helpful kinda advice.
“Showing up and sharing consistently” means NOTHING if it’s not helping you make sales.
So, in this episode of the How I Do Content Podcast, I’m sharing the truth about “consistent” content, and the reasons why you’re not seeing your consistency translate into sales.
Let’s dive in!
The myth of showing up and sharing consistently
How often have you heard the advice – you just need to “show up and share consistently”?
And how fucking frustrating is it when you are showing up and sharing consistently, yet it’s not resulting in the dream clients and consistent sales you were promised.
Here’s the thing – I could show up and share content consistently just about Ned + Maggie, but it’s not going to do much for my business is it?
Obviously, it’ll grow Ned + Maggie’s brand, but when it comes time for me to sell my offers, there will be a disconnect and it will fall flat. People won’t buy because they’re likely in my community for Ned + Maggie content – not for me.
You need to make sure you’re sharing the RIGHT kinda content consistently.
Content that’s aligned with your audience’s needs, is valuable to them and activates them to buy.
Consistency doesn’t equal quality
A lot of business owners think pumping out content frequently will get them traction…
However, when you look at what they’re actually posting – it isn’t relevant or valuable to their ideal client.
As I ALWAYS say – there’s no point creating anything in your business if it’s not relevant and relatable to your ideal client.
If your ideal clients can’t clearly see themselves reflected in your content – they’ll simply keep on scrolling.
With an ever-increasing amount of content shared online, consumers are becoming ruthless with both how they engage with content AND how they make purchase decisions.
So there’s really no room for showing up and sharing content just for the sake of it. Not to mention, it’s also a waste of YOUR time.
Spend time creating content FOR your ideal client – make it relevant. Make it valuable.
You’re Not Saying Anything New
This is a BIG thing right now.
It feels like every Harry, Ron and Hermione is saying the same thing…
Sharing the same kinda content…
Repeating the same ideas…
And if I’m bored of it – your audience definitely is too!
People are bombarded with marketing messages every single day, in every single way. So if you’re simply echoing what’s already been said – why would they pay attention to you specifically? They’ve seen it all before and so will just keep on scrolling.
You don’t want to stick to safe and similar topics because you see other people doing it.
Your people want to see personality, creativity, and unique thoughts and perspectives. And when you share this, it not only captures their attention but also positions you as the Dumbledore-level leader in your field.
Don’t be afraid to share your unique thoughts and perspectives – your audience wants (and needs) to hear them.
It’s not about reinventing the wheel, it’s about differentiating yourself from every other muggle.
You’re not telling your ideal client what to do next
If you want your ideal client to consume your content and then buy from you – you need to tell them what to do next or how they can take that next step.
Stop assuming “they’ll figure it out” or “it’s obvious to them” and start making it really fucking obvious.
I see so many people share content consistently, but trying to find a clear call to action is impossible. Of course, your ideal client won’t take action if there’s no call to action.
Just because your content is valuable, it doesn’t mean engagement or conversions will happen like magic!
And no, you’re not being salesy or pushy by giving your audience clear next steps.
A call to action doesn’t have to be pushy – it should flow on naturally from your content and feel like the next logical step. Don’t be afraid to mix it up and use a variety of call to actions that align with where your audience is in the customer journey.
A call to action gives direction and purpose to your content, and helps your audience take the next step with you
Put it this way – you’re leaving money on the table by not telling your ideal client what to do next.
Audit your content
I want you to do a little audit of your content over the last month, and answer the following questions:
-
- How often did you share content, and across which platforms?
- Is your content relevant and valuable for your ideal client – or is it just adding to the noise?
- Have you identified what your audience truly cares about, and are you addressing their challenges and desires?
- Do you share your unique perspective, thoughts, and opinions on the hot topics in your industry?
- How can you push the boundaries of your content to stand out in a crowded space?
- Do your CTAs give your audience a compelling reason to take action now?
This should give you an idea of where you can further improve and uplevel your content.
And one final note…
If you are showing up and sharing content consistently but it’s not translating into sales – for the love of dogs, don’t give up.
You’ve already nailed a key piece of the content puzzle (that is creating and sharing content consistently)! Now you need to nail the quality, uniqueness, and direction of your content so it also leads to consistent sales.
You got this – I believe in you!
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