Consistent effort may not be as glamorous as viral marketing, but it's the cornerstone of small business growth. Unlike consistent marketing, viral campaigns are unpredictable, difficult to repeat, and here today, gone tomorrow.
A study into Gen Z attitudes toward viral marketing by Sage Journals found that ultimately, it was credibility and usefulness that made even viral campaigns resonate with customers.
Viral marketing myths may have you believing you need some of that pixie dust to take your business from meh to magnificent. But years of evidence of what actually works tell a very different and compelling story.
Debunking Viral Marketing Myths
Viral marketing myth number one is that a viral moment equals long-term business success. It doesn't.
A spike in views is great for the ego, but may do little for the bottom line. Most viewers on social media are just that: curious folks looking for a little light entertainment. You're looking for serious buyers who'll come back time and time again.
The second myth is that viral means timeless. Remember, the algorithm rewards what's hot right now. It's true that some campaigns rebound in nostalgia posts later, but most are quickly forgotten.
Why Consistency Wins
A study published in the International Journal of Research in Marketing found that for small businesses, consistency and commonality were the key drivers of business growth. Consistency means getting your message out clearly over and over again, while commonality means matching your offering to that of your competitors.
Consistency Builds Recognition
If you're running a new or small business, your brand is not yet established in people's minds. That's why consistent, sustainable marketing works. You repeat the same message over and over and gradually build brand recognition and trust.
It can be tempting to try to spend your way into your customers' minds and affections. However, the study mentioned earlier highlighted that in the 247 ad campaigns it reviewed, consistent marketing drove long-term business success far more efficiently than increased ad spending.
How to Build a Consistent Marketing Strategy
Sustainable marketing is not about doing more or seeking that viral moment. It's about doing the right things repeatedly without burning out. Here are a few key principles to keep in mind:
- Pick a realistic rhythm you can sustain
- Keep the tone, look, and message consistent
- Answer customer questions and solve their problems
- Show up week after week
For small business owners, this can feel overwhelming. Professional small business marketing services can help you build and maintain a consistent presence that can build long-term business success.
Keep Viral Marketing in Its Place
So, does viral marketing have its place? Sure, but it's tough to generate, unreliable, and not the key to long-term growth. Instead, focus on consistent marketing, the tried and true route to small business success.
For more great insights, tips, and tricks that can take your business to the next level, check out the rest of our blog.
This article was prepared by an independent contributor and helps us continue to deliver quality news and information.
