Why you’re struggling to be consistent in your marketing and how to fix it

Consistency is key when it comes to marketing, but you can't be consistent without the strategy, the structure and the systems in place first. In today's episode, I'll explore *why* you're struggling to be consistent and what you can do to fix it.

– Why the “spraying and praying” approach doesn't work and how you can create a content and marketing strategy instead.
– Why consistency requires structure and how this means showing up—even when you don't want to.
– What happens when you don't have the systems in place and how you can implement these simply but effectively.
– How working to your strengths and what you actually want to do will make your life so much easier!

 

 
Today, I'm sharing some of the reasons why you are struggling to be consistent with your marketing and how you can fix each of these.

 

Reason #1: You don’t have a strategy.

Without a strategy for your content and for your marketing, you're just taking a spray-and-pray approach. You're just throwing spaghetti at the wall and hoping that something sticks.

Now, a good clue that you don't have a strategy is when you're saying things like, Oh, I haven't posted anything this week, so I should probably share something or that's a great trending audio. So I'm just going to quickly go and record a reel about that. I have no idea what to talk about this week.

Those are all clues that you have no strategy and it ends in inconsistency because you're really only then just showing up when you feel inspired to show up or when you have a great idea or when you notice that trending audio and you're like, Oh, cool. I'm going to go and create that reel. 

It also looks like you running out of ideas and feeling demotivated because your content isn't actually leading to any sales, and that's because there's no strategy to link between the content that you are sharing what you are talking about, and your sales processes, how you are moving people closer to buying from you. 

Now, to be completely clear, a strategy is not something that goes like posting value-adding content on Monday, posting inspirational content on Tuesday, posting a testimonial on Wednesday, promoting your offer on Thursday and posting something entertaining on Friday. That is not a strategy. That is a posting schedule, right? So a strategy begins with the overall journey.

What is that journey when somebody first comes into contact with your brand through to buying from you? Where are you reaching those people? Where are you getting in front of them? That's your visibility strategy. And then what content do they need to consume from you at each step to move a little bit closer to buying?

 

Reason #2: You don’t have any structure.

Structure is so important for consistency even if you are somebody who doesn't think they are a structured person, you prefer to just wing it. I'm one of those people. I hate structure but I also secretly love structure because it means that I can get things done. Creativity thrives within structure. Inspiration thrives within structure. 

One way I create structure in this show and in my business in general is I know a podcast episode has to go out every Monday, Wednesday, and Friday or else. So even when I don't feel like it. I have to do it and at the very minimum, I have three podcast episodes going out every week. And then the structure that we have built as a team around each podcast episode is that every episode now has an email that goes to the email list.

Most episodes can be repurposed into carousels for Instagram or we extract little short-form snippets for Reels, TikTok and YouTube Shorts and consistency requires this kind of structure because when you have an episode that doesn't perform as well as you would have liked, or your post that you put up doesn't get as many comments or as many likes as you thought that it would, or when you don't feel like hitting the record button, you just have to do it.

And it's through showing up over and over again, putting in those reps over and over again, that you start to build that momentum. 

So the easiest way to begin creating that structure for yourself. Firstly, build a content plan. Once you've got your content strategy, turn that strategy into a plan. What are you posting and when? Turn your visibility strategy into a visibility plan. Where are you showing up? Who are you pitching? What are you doing to get visible? And when are you doing it? And then do the things. 

 

Reason #3: You don't have the right systems and these systems don't have to be complicated.

You don't have to go and spend thousands and thousands of dollars on all the fancy software, but it's going to look a little bit more than just writing. You know, create a blog post about this topic or record this podcast episode on your to-do list, that's not a system. That's a task. And once you have your content plan and your visibility plan, you can break it down.

You can plug it into a project management tool like ClickUp or Asana, and you can start documenting the processes for each step. So rather than it just being a task of writing a blog post, what needs to happen? Do you need to research the blog post first? Do you need to write it, or edit it?

And then once you've identified what's involved in each step, then you can start to delegate it because now you have a process or you might start to identify areas where you can streamline it. You might look at the steps when they're written out and think, Oh, maybe this could be a little bit more efficient or maybe we could replace this step with a piece of software or we could bring in an AI tool to save some time. 

 

Reason #4: You are making it way harder than it needs to be.

I've talked about this so much on this podcast, but you really need to work to your strengths and what you want to do. If you hate talking into a microphone, don't do a podcast. If you don't want to show your face on video or you find that you are such a perfectionist when it comes to editing your video and it takes you three hours to create one 30-second short-form video, don't do TikTok, Reels or YouTube shorts.

You've got to work to what you want to do and what you are good at and adding structure strategy systems that will make it all easier for sure. But you also need to be asking yourself, where am I making this harder than it needs to be? Am I taking three hours to edit that one blog post that I've written so that it's absolutely perfect?

Because that's probably not going to be the best use of your time. That is making it harder than it needs to be. Where else am I overcomplicating it? What would this look like if it were easy? 

Maybe you could master the art of podcasting first, before you begin to add in all of those extra layers of video and short-form video and transcribing it and turning it into a blog post and all of the different layers, maybe you could start simply and just master one thing first, keep it simple to start with and build on it.

 

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