Marketing When No One Seems to Be Watching

Wednesday, September 05, 2012

90% of success may be in showing up, but what the quote doesn't tell you is that you are often showing up to what seems like a vacuum. This is especially true in marketing. Writing blog posts while readership seems to plateau. Tweeting insights while interaction seems non-existent. Speaking to a group where it seems no one is paying attention.

We all crave the immediate bump, the immediate recognition for our effort, the immediate payoff. But the truth of the matter is that benefits accumulate over time. The results of marketing are more often cumulative and work as layers. The fact of the matter is that you can't accumulate anything if you aren't showing up and doing the work that can collect and add up.

I have a project this Fall that came from meeting someone at the very first Engage! wedding conference in June 2008 . . . four years later. I was just given an opportunity that is a result of a Twitter series I did at the end of 2007 . . . five years later.

These types of stories are not unique to me. I hear from wedding professionals all the time who have shown up and published blog posts regularly for the last several years that brides have told them they've been reading and just waiting to get engaged in order to get to work with them. The returns depend on showing up and doing the work even when you think no one is watching.

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