Episode Transcript
[00:00:00] Foreign.
[00:00:06] Hi there, and welcome back to the Confessions from the Home Office podcast. I'm Wendy Hill, and today I think I'm fighting the fall allergies. So if I sound a little off, I apologize.
[00:00:18] But on this week's episode, I'm tackling something that quietly drains the energy out of so many small businesses that I that I talk with.
[00:00:28] And that topic is random marketing.
[00:00:31] You know, the kind that I'm talking about when you post, when you remember, when you send out an email, when you finally have some time, or you update your website, when things slow down one afternoon and it feels great and it feels really productive in the moment. But here's. Here's the truth. Random marketing fails every single time.
[00:00:51] And it fails because it's disconnected and there's no rhythm, there's no system.
[00:00:57] And there's really no way to build momentum.
[00:01:00] So today we're going to talk about how to fix that for good.
[00:01:04] I'm going to help you take your marketing from a scattered mix of good intentions to something that's repeatable, sustainable, and actually works. So by the end of this episode, you'll understand why random marketing doesn't get results and how to replace it with a simple structure that keeps working even when you're busy.
[00:01:23] So here's the thing. Random marketing doesn't fail because you're lazy or because you're unmotivated. It fails because it's built on just burst of energy instead of consistent systems.
[00:01:34] When your marketing depends on how much time, energy, or inspiration you have for that day, it's never going to be consistent enough to make a real impact.
[00:01:42] And if you're running a business or you're an executive running a business somewhere, you know, you don't have a normal week ever, you'll look at your calendar and say, oh, this week doesn't look too bad. By Monday afternoon, things have just blown wide open. So, you know, when you do random marketing, you might have a great month and you do a lot of things and then you disappear for two because someone gets sick or you get busy with the company.
[00:02:06] You'll get a few good leads or you'll get really busy and you'll stop marketing. And then you don't get any at all. And you always feel like you're starting over. Kind of like the hamster on the wheel, jump off the hamster wheel, jump back on the hamster wheel.
[00:02:19] And that's really the danger of random marketing.
[00:02:22] It keeps you trapped in the start, stop, start cycle. And every time you stop, your audience forgets and Algorithms reset and then the momentum just dies. And people will say to me, well, we posted about that a month ago or we sent an email about that three months ago. And I hate to tell you, things are moving so quickly. I doubt anyone remembers. There might be somebody out there that just has a brain that doesn't forget anything, but they probably don't care if they, if they see the same thing again.
[00:02:52] So marketing doesn't work because you do it once. It works because you do it over time. And think about like when you're watching a commercial or you see an outdoor board, or you even get emails from some of your favorite retailers.
[00:03:05] It takes seeing it over and over and over again before you actually stop and do something about it. Look up more information or actually buy.
[00:03:15] And the only way to keep going without burning out is just to make things repeatable. You don't want to just have to keep coming up with things over and over.
[00:03:23] Repeatable means that you know what's supposed to happen every week, how it gets done and who's responsible, even if that who is just you right now.
[00:03:33] And that's the shift from random effort to real momentum.
[00:03:38] So the first step in fixing random marketing is to decide what happens every single week, no matter what, even if you're going on vacation.
[00:03:46] So think of these as your marketing anchors. It could be I'm going to post once a week on LinkedIn. It could be I'm sending one email to my list.
[00:03:54] I'm going to reach out to one past client. We have a good relationship and I'll see what they're up to. Maybe they want to do something.
[00:04:01] You don't need to do everything. Just choose the few things that matter most and commit to them and do them over and over.
[00:04:07] The goal isn't volume, it's just the steady rhythm.
[00:04:11] So when you have clear non negotiables, marketing stops being something, oh, I'll get to it. I'll get to it by Thursday.
[00:04:18] And it becomes part of this is how I run my business. It's on my list for today, just like a deliverable would be for a client.
[00:04:25] So random marketing fails because it has no structure.
[00:04:29] And repeatable marketing works because it's predictable, even when life gets really hectic.
[00:04:35] So if your marketing lives in your head, it's not a system, it's a memory test. I talked about this last week on the podcast. You've got to get things documented. You need one place where your marketing lives. It could be Trello, which is my favorite it can be notion. It could Be asana. It could be Google sheets, that's another favorite of mine. Or it could be a note on your phone or just a spiral notebook somewhere.
[00:04:58] And so your system only needs to answer three questions. What do I need to create what's already done or scheduled, and then what happens next? And that's it.
[00:05:08] So when you see your marketing laid out visually, you stop wasting time trying to remember what's due and what you need to work on, and you. And you start building that momentum. And random marketing fails because it depends on memory and motivation and doing that hop back on the hamster wheel thing.
[00:05:25] Systems fix that by creating a structure you can follow even on your busiest weeks, even when you're going to be out of town, even when you know you're having surgery and you're going to be out for a few days, even when you know you're going on the field trip with your middle school student.
[00:05:41] So you don't need a brand new idea every week. You just need to reuse the good ones.
[00:05:47] So most of your audience didn't see your best content the first time around anyway, because it takes multiple, multiple times for people to, for the message to sink in. And even if they did, repetition just builds recognition. So I want you to go back through your emails, your blogs, your social posts.
[00:06:04] Pull out the ideas that still hold up. You could turn a social caption into an email. You could turn a podcast clip into a short reel.
[00:06:12] You could turn a client question into a carousel or post.
[00:06:16] And that's how you make your marketing repeatable without doubling your workload.
[00:06:21] Random marketing fails because you start from zero every single time. And repeatable marketing works because you build from what's already working.
[00:06:30] So if you want marketing to feel easier, you need some type of rhythm, something you can repeat on repeat, week after week, month after month, without reinventing the wheel.
[00:06:39] So here's a simple framework you could use. Week one is teach something, a tip, a how to, or quick lesson. Week two could be share something, a story, one of those behind the scenes, or a client win client testimonial. Week three could be, you could promote something like a service or an offer that you have or something that you've decided to offer again. And week four could be like highlight someone on your team, highlight a customer, celebrate a thank you.
[00:07:12] Just something that kind of connects you with other people.
[00:07:14] So that's an outer rhythm. Now let me show you my inner one. This is the one that keeps my marketing running.
[00:07:21] So each week I record a short podcast episode like this one.
[00:07:25] And Then I release it on Monday, I post about it on social media, and then I work on an email to my list with a short story that leads into the topic again.
[00:07:35] And then that email goes out, and then I post again on social media later in the week, not just to say new episode again, but to share a lesson or takeaway about the episode.
[00:07:48] And then I resend that email to anyone who didn't open the first time at the end of the week, and that's it. And if something happens and I can't record a podcast, I think this is episode 60. I can go back and repurpose from an earlier episode, because believe me, I know. No one remembers all of these episodes except for me.
[00:08:07] So it's simple, it's repeatable, and it's on my Trello board. And I know that sounds crazy because it's my stuff and I should know that it's coming. But things get busy and I'm helping with my parents more, and my college kids have a lot of things going on right now where parents need to show up for fraternity and sorority events. And so I write every single thing down that I have to do, and then I look at it and I know it's coming. And that way it doesn't get behind and it just keeps everything moving when my week gets busy. So your rhythm doesn't have to look like mine, but it does need to exist. And because random marketing fails when you rely just on these bursts of energy, repeatable marketing thrives when you build a rhythm that runs automatically.
[00:08:53] So the last step to fixing random marketing is to measure how simple it feels, not just how well it performs. Sustainable marketing isn't just about numbers. It's about if it's easy for you. You don't want to do things that are just so hard that they take up half your week and they frustrate you.
[00:09:08] So kind of when you wrap things up at the end of the month, when you're working on closing out your month, what felt easy and repeatable with my marketing, what felt really hard or forced and I didn't really like what felt? And is there something that I can automate to make this easier? Is there something I could go ahead and do at the end of the week for next week? Is there someone I can delegate this to or is this not working and I need to adjust?
[00:09:32] Because you need to simplify it.
[00:09:34] If it gets results and drains your energy, and if it feels effortless and works, you need to do more of it.
[00:09:42] That's when you build a marketing system that that will really last. When your marketing keeps running, even when you don't have time to think about it, that's when you know you you've fixed your random marketing for good.
[00:09:53] So let's recap. Let's create weekly non negotiables.
[00:09:57] Build a simple system I want you to repurpose before you spend a lot of time reinventing.
[00:10:03] Create a rhythm that works for you.
[00:10:05] And I want you to measure simplicity, not just success.
[00:10:09] If you do those five things, your marketing is not going to be random again because random marketing fails always. But repeatable marketing, that's what builds that visibility, that trust and that revenue.
[00:10:22] So that's it for this week. If this just blew your mind and you you're thinking, I don't even know where to start.
[00:10:30] Send me an email. You can send it to Wendy W E N D I MarketMomentum Biz Biz.
[00:10:38] You can find me on social media on LinkedIn, you can find me on Instagram under Market Momentum.
[00:10:46] And I'll be back next week. But I'm happy to help you with any of this, even if you just have a quick question. Definitely get in touch and we can go from there. But I want you to remember, you don't need more marketing. You just need marketing that works. So I will see you next week and if you want to get on my email list so you can see these weekly emails, fill out the contact form on Market Momentum Biz. Take care.
