In the realm of digital marketing, the importance of consistency can never be overstated, according to McKinsey. Maintaining a consistent customer experience across the entire journey not only enhances satisfaction but also fosters trust and strengthens loyalty. In addition, research from Techpedia reveals that brands prioritizing consistency are valued 20% higher than those that don’t. However, many founders find it hard to keep up with the escalating demands of consistent marketing, particularly as social media becomes more saturated.
Giulia Guerrieri, a business strategist and coach, offers insight into this struggle. In 2020, she successfully cleared a $25,000 debt by selling thrifted clothes on Poshmark and using social media to drive traffic to her shop. Despite this success, she found online marketing techniques taught by others left her in precarity. She quotes, “I realized most of my niche online coaches talked about effortless marketing and trusting the process, but that never worked for me. It left me in a constant state of fight, flight, or freeze.”
Recognizing the challenges faced by her and other founders, Guerrieri began experimenting with a different approach to establish a reliable method for consistent business. She emphasizes the importance of consistent, daily effort in marketing despite the quality of content. Although her content does not have a high production value, she claims her message is consistent and congruent, allowing her to reap benefits.
The first generation American woman credits her unique approach to marketing and business growth to her upbringing and exposure to social media from a young age. Given her parents’ hard work in establishing a successful business after immigrating from Italy, Guerrieri developed a motivation “to create a way even when it does not exist.”
In a digital landscape dominated by automated funnels and passive marketing strategies, Guerrieri still prefers to use sales calls, which she acknowledges are long and hard but have sustainable growth potential. She believes sales calls help to qualify leads, convert at a higher price, and focus on getting people in their program with certain results. She explains, “The biggest misconception is that marketers think people go from viewing content straight to making sales. Building relationships is the missing link.”
Guerrieri encourages entrepreneurs to stop looking for immediate results. She mentions that reviving her Instagram account took her only 30 days of posting 2x per day and concludes, “The initial startup investment, aka your time, is hefty. But that’s with any great thing in life – you have to put the work upfront to enjoy the benefits later on.”
In conclusion, Guerrieri advises entrepreneurs to dedicate more time to the other core functions of a business that can lead to success, rather than focusing solely on marketing.
Source: How To Get Better At Social Media Marketing So You Can Actually Make More Sales.
