Are you a One Hit Wonder?

Another way to think of it is simply "Out of sight -- out of mind."

Markets have short memories, so whether you call them "hit and run campaigns" or "one hit wonders" this approach may cause a ripple in your website visits, but it will yield fleeting results.  (Super Bowl ads have been known to fall into this category, but don't get me started!)

Wouldn't You Rather Create Annuitizing Return on Your Marketing?
On the other hand, a sustained strategy that keeps your name and value prop in front of your market will earn annuitizing returns. In other words, the more you are seen, the more easily you will be recognized.  The more easily you are recognized, the more you will become preferred.  And, of course, if you are preferred, you will gain sales.  The more you sell, the more you are seen . . .  and so on, until you build quite a cache of brand equity along with enviable sales.

Whether you are marketing via social media, public relations, direct marketing, advertising or event marketing, the key is to maintain your visibility consistently and reliably.  (And the smart money will use multiple strategies -- two at least, three if possible). No where is this more important than in social media and web marketing in general.

Create a Rustle in the Bushes
The more activity you have on your blog, Facebook or Twitter account(s), the more likely it is that search engines will find you.  It's sort of like a hunting dog.  If the bushes are rustling with activity it will register in the dog's senses, and the dogs attention becomes attracted to the "e-rustling."  (Dog = Search Engine, Bushes = Blog, Rustling = Posts & Comments).

One of Tom Fishburne's recent cartoons takes a humorous and all-too-familiar poke at the One Hit Wonder mentality -- hope you enjoy it!

still on facebook | Tom Fishburne: Marketoonist