In this episode of Feed Your Brand, Tom and Tracy Hazzard talk about the marketing rollercoaster. They explain what the marketing rollercoaster is and that you, as a business owner, are probably on it. They provide an overview of how to get off the marketing rollercoaster so you can avoid those dips in marketing as well as revenue.
Listen to the podcast here:
The Marketing Rollercoaster
Today, we’re going to take a deeper dive into the marketing rollercoaster. We really want to talk about the marketing rollercoaster because you are on it. As soon as I say this, you’re going to go, “Yeah, that’s me.” You may not even know it but you’re probably are or have been at least, time and again, in your business. You know you’re on the marketing rollercoaster when you work really hard to blog post and Facebook and tweet and you send out all these messages and maybe you make videos. This especially happens if you go to a business conference or event and they talk about all these things you might not have known. You get all excited, “I got to do that. I’m going to use this Facebook technique. I’m going to live stream.” You run real fast and you do a bunch of marketing and then you do get more business out of it. You’re seen, you’re heard, you’re everywhere at once.
All of a sudden, people are like, “I remember, I wanted to do business with her or with him.” You go ahead and you do that and you get more clients and then you get too busy or you get too comfortable. You’re like, “I could just live stream once a week. I’ll be fine.” Typically, you get too busy. That’s what I find. You end up doing the work and then aren’t working on your business as much to promote it. You’re not marketing anymore. You drop off on the marketing.
As you drop off on the marketing, you start to go down the rollercoaster. I can see it. You’ve taken that deep dive. You may not even know it. You don’t really realize it. You may get a call from your accountant, that could happen, your bookkeeper. Or you look at your bank balance and you go, “Oh my God, I didn’t book enough clients this month. I don’t have enough business coming in.” Now, you start to panic as you’re hitting the bottom, the big crazy as you hit the bottom of the rollercoaster.
You have that dip in revenue that comes from the dip in the rollercoaster, the down that happens. You have that same dip in revenue. For a lot of people, it’s not a direct correlation because your business, for some people you book a job but then you’re doing the job and you don’t see the dip in revenue for two months when you realize you didn’t book enough new clients. That happens. For some, it’s this really delayed reaction and you’re like, “What happened? When did this happen? Why don’t I have enough business? Why is my revenue down this month?” Now, you’re really behind. Now, you really have to catch up because now you’re really behind because you have to make up for what you didn’t market 30 days or 60 days ago. You shift from doing the work mode for your clients or your products, whatever it is, to then marketing mode again and you’d be like, “100% marketing mode. I got to get more business.”
Imagine a time at which you are marketing and doing business simultaneously and it’s not taking over one or the other. It’s not a one or other proposition. You don’t have to give up something to do that. That’s our goal. That is our absolute goal for you for this podcast, for our clients, for what we try to do in our daily business. That’s what we want to share, all the things that help us do that so that we get on that steady up track. We want it to always be on the up. It’s not though the steep almost vertical. Obviously, you want business to grow, but you don’t want to grow too fast either. You’re going to go on this steady climb up, constant and consistent.
If you talk to SEO and Google experts, that’s what they want. They want to see everything going on the upward cline with Google giving you more authority. That’s technical. You want to have your audience growing on Facebook. You want your fan level to be going up not leveling off and not dropping, not leaving you. All of that is really our ultimate goal in everything that we do in marketing. That’s why we call this getting off the marketing rollercoaster. It’s also something that is rewarded, every single algorithm and everything is based in digital marketing and some algorithm somewhere, mathematics. If you’re not a math person, that’s okay. You don’t have to be a technical person either just to understand. There’s a lot of technical reality out there to it, but here’s what it’s all about. It’s about being consistent and constant.
Who gets rewarded? TV shows, websites like Inc. that I write for. They post out so many articles every day and Google can count on that. It will send people there. It knows to boost it up in the algorithm. That’s what happens when you are consistent and constant in how many times a week and how often and then what time and all of that, that you push out your messages, you get rewarded. It’s the same thing with your fans. If they know they can hear you at 5:00 on a Friday on live stream, they’re going to know. They’re going to count on that, they’re going to look for you. But if you stop doing it then next week they might not be there. It is about the regularity.
People always ask us, “How much content do we need to make a month or a week? What kind of content?” To be honest with you, none of that matters. What matters is that you show up. What we often say is, “Do as much as you can, as much as you can justify.” Of course, we have techniques and strategies for how to create more than you probably think you can without it taking over your business or your daily life. You do as much as you can, but the cardinal rule is you do it consistently. It’s a regular, repetitive schedule. Because not only do real people, your audience, pay attention to that and start to count on that and get disappointed and might leave you if you’re not there one week or a couple of weeks, but Google actually cares and pays attention to that. That’s really more important than a lot of things that you might think.
Let’s tell the story about what happened to us earlier this year or last few months, I guess. We have this other podcast we’ve mentioned to you before. We have a podcast on 3D printing, it’s called WTFFF?!. If you don’t know what it is, you probably don’t want to listen to that. It’s a technical thing. It’s not profanity. It’s a play on acronyms. It means, What the Fuse Filament Fabrication. Fuse filament fabrication is the geeky term for 3D printing. If you know enough to know that, then you’re our perfect audience and please listen to it. We’d love to have more subscribers. That’s not the point of my telling you about that here.
I think we hit 467 episodes and that was April. We were really, really busy because we had a daughter who’s had two graduations from college. She graduated from two colleges. We had a wedding that was a month and a half after all her graduations. We were nonstop traveling because we had a lot of trade shows that I was speaking at and events that I was speaking at. We were doing a lot of traveling in there too. We had a lot going on and all of a sudden, we decided to take a hiatus. We just had no choice. Really, it’s kind of forced on us. Even though we have the best systems, there were a few extraordinary events in our personal life. We had a certain amount of business that had to keep getting done.
Push came to shove and something had to give. We actually did take a hiatus on that podcast. A forced hiatus we took. We’ve had that for a couple of years. We had a certain amount of authority built up. We were very consistent and constant. We pretty much posted between three to five times a week on our blog, podcast at the most recent three times a week. We were putting out twelve episodes a month. Facebook, LinkedIn, all of those things, we posted every single day at least somewhere. We take this forced hiatus. Because we have been doing it consistently and constantly for so long, we did see a slight dip in certain stats for our website, but it was not dramatic. It wasn’t a rollercoaster move.
Even though it was, it would be a little dip. It was a little dip, a little blip in the whole scope of things because we had been so consistent and constant and because also we’ve picked back up and we were posting again. We’re doing all of that. We didn’t lose a couple of things because we have someone who posted on social media. Social continued to move. Original content took a bit of a dip for a period of time. Because we’ve been doing it for a couple of years that consistently, there was something very interesting that happened. I don’t want to get too technical with you, I’m going to try to avoid that, but one of the things that is the measure of Google of a website of value that’s going to send more traffic to your website, meaning you’re going to come up higher on Google search on the first page hopefully, for certain search terms is how many keywords you rank on.
Let’s just use a really generalized way of thinking. Every one of those 467 episodes that we did and blog posts that went along with them had a topic. Keyword might be the topic. When I say a keyword, it’s not just a single word either. It’s usually a phrase. It’s a group of a few words. Like today might be ‘marketing rollercoaster’. There’s usually a focus keyword and then there are many other keywords that get cross-referenced with that one for every post. There’s a measure on website and there are several tools you can use to measure how much web traffic you’re getting in some of the stats of your site. How many organic keywords are pointed to you by Google is a major one. What it means organic, it means you didn’t ask for it, Google gave it to you.
What we found is we were still increasing, although not at as fast a pace. The number of keywords we were ranking on continued to increase. There’s more than a billion websites on the internet, the average website ranks on something in the low 60’s for a number of keyword phrases. Our websites and our clients’ websites that do this rank on thousands and tens of thousands of keywords by using this process. That is one of the big keys to getting increased traffic to your site. This isn’t stuff we pay for. We don’t pay extra to do SEO cramming and all sorts of stuff like this. This isn’t something we’re affecting and doing, it’s happening naturally in the process. It happens organically by following the process and creating and multicasting, if you will, this original content. Being in a blog, being in audio, being maybe in video or on Instagram or someplace like that. Being in all of those places and all of that, sending people back to your website, that’s one of the keys there. That’s all working.
I wanted you to understand that when you are consistent and constant, you then don’t ever get that low in the rollercoaster again. You can do that over time. Don’t get me wrong. There were quite a few of our long time listeners who said, “What the heck, guys? Where are you? It’s been a month,” stuff like that. We did get messages like that and we really appreciated that because it really means it made us want to get back so badly to doing new episodes. It gave us the energy to come back to have that feedback. Because we had so many and because we post so much in a month, it also gave some of our listeners the chance to catch up. Some of them didn’t even realized until it had been a month later that they had caught up. They were like, “There aren’t any new episodes. I finally caught up. Thank you for giving me a chance to breathe.” It also helped them. For us, there were still listens happening. We didn’t see a tremendous dip in the listenership. That’s because a lot of new people come to our podcast and start at the beginning.
In terms of what really matters for business, it wouldn’t even matter if we had a big dip in the listenership. That original content is still on the website and that has value and Google is still sending traffic to it every single day. In fact, they send more traffic to it every single day. This one may blow your mind a little bit, unless you already know it, but I find most people don’t know it. This is a true stat, I didn’t make this up. Every single day, about one quarter, maybe it’s 23%, 24%, about a quarter of all the search terms people type into Google, Google has never seen before. Keep in mind, some of that might be misspellings, some of it might be unusual new words created by a tweet that no one ever heard of before. There are new terms. Our podcast on 3D printing, that’s a relatively new technology in the scope of things. There are a lot of new words there. There are new inventions every day there. In our area, there’s even more.
Here’s the point; Google is the keeper of everything information-wise on the internet. You just need to accept that. Others try but Google is by far and away the keeper of it. They also control all the advertising and the dollars on search results where people get pointed to. When they have 25% every day of the search terms that they’ve never seen before, they haven’t predetermined where to send someone who searches on that. Have you ever had a blank Google search turn up? No, almost never. You may have one that only goes a couple pages deep instead of 50 pages deep. Or it may say, “Did you mean to type this?” and it gives you the correction. But it doesn’t ever come up blank. That’s their policy. They want to send someone somewhere useful or where they think they wanted to go.
What do you think happens with that about quarter of search results every day? Google is going to send them to the most relevant thing that it knows of. The most relevant and the most reliable, where they know there might be new information because there’s usually new information there. If your website in a certain field, niche, whatever it may be, has been producing regular, consistent content on the internet on a regular basis for a long time, even though you may have a hiatus, a brief hiccup in creating new content, when Google finds some of those new terms and they say, “The most relevant piece of content we know of is on Tom and Tracy’s website. We’re going to send it there.”
That’s where you continue to go up in the number of organic keywords that are linked and indexed to your website even if you haven’t created as much new content lately. That is a really powerful thing, especially when eventually you end up monetizing your website in one of about three dozen different ways that you can monetize a website. That becomes very powerful and it snowballs, it goes exponential. When you started ranking on thousands of keywords, it doesn’t take long before you’re ranking on 10,000 keywords and then more tens of thousands of keywords.
The point of our lesson today or the point of our discussion today is really about understanding that that marketing rollercoaster hurts you everywhere. It hurts your brand, it hurts your revenue, it hurts your Google authority, it hurts you everywhere. Finding a way to be consistent and constant in your marketing is the most critical factor. When anyone asked me what the most important thing that they could do now, it’s to find that thing that you can be consistent and constant with. For us, it was podcasting. We can be consistent and constant with the exception of daughters getting married and extraordinary events, which don’t really happen all that often, thank goodness.
With the exception of that, we were very consistent and constant for over two years. That really for us was the method. It worked for us. Maybe it’s live stream for you because you’re always on Facebook or whatever that point is, wherever that can be and whatever that quantity is, that’s another thing. Can you do it once a week? Can you do it twice a week? How often can you do it? That’s another thing that you have to consider. When you can figure out what that is, that’s your starting point. Everyone always asks me where to start. That’s your starting point. We wanted to give you that as our starting point for our very first full episode that’s not an explanation of who we are. That’s where our starting point is.
Obviously, there’s a lot of details that we’re going to cover in future episodes about little pieces of that and how do you do consistent and constant and how do you convert that content from one kind to another? What resources could you use to do it? There are all sorts of details and questions yet to come. We’re going to have a lot of fun sharing that with you in the future episodes and hope that you will find value in coming back and listen and even subscribing to this podcast, to Feed Your Brand, to learn more as we go.
You can find us on our blog post and on our website, BrandcastingYou.com. There’s also a place for you to ask us questions there, which is really important. If you want to hear something, if you have burning questions about how to be consistent and constant or something about the marketing rollercoaster that you’re on, please send us a message there. You can also reach out to us on social media, on Facebook and LinkedIn, @FeedYourBrand.
Thanks for listening, everybody. We’ll be talking to you next time. This has been Tom and Tracy on Feed Your Brand.