One of the challenges of interrupting people to get attention is that a new event has to be created each time. You have to increase the glamour, noise and novelty each time. It is tiring and relentless. Your efforts are only as good as the last good ad, image or commercial. It is not persistent.
If you have your inbound marketing systems set up effectively then persistence is a key attribute of how you are found and what ready buyers experience. Whether they engage you today or six months from now, your inbound marketing serves as a persistent asset. Persistence means:
- Content is growing and interrelated. The volume of content is growing on your platform and the cross-linking and presentation of other relevant content helps visitors to continually find resources.
- A growing library of resources. You have guides, white papers, video and other resources that help people think about and solve problems. They are available 24/7 and can be easily accessed.
- Marketing automation processes continually work. You are able to profile visitors and funnel them to appropriate follow-up and nurturing over time based on their preferences and profiles.
- Your credibility continues to grow. Your networks and your past successes are part of the story that continually grows and points to your capabilities and trustworthiness. This is important for the stranger who is getting to know you.
Persistence is highly strategic for getting the highest return on investment in your work to promote and position your brand. Furthermore, it is critical to stand out from the noise.
A visitor has so many options and distractions. Finding depth of insight and valuable knowledge that helps them starts relationships. Your knowledge assets within your inbound marketing systems need to have long shelf life to account for timing and relevance for your future visitors.
How persistent is your marketing?
