Did you see their LinkedIn post about the UK tax changes? Everyone was commenting on it. Why can’t we write something that will get similar engagement?
As a marketing team, we are asked these kinds of questions weekly. In the age of virality and instant gratification, watching competitors land a hit can send marketing teams into a spiral.
This, in turn, creates a culture focused solely on chasing big individual moments, often at the expense of long-term success.
One of the most valuable lessons I’ve learned during my time in marketing is that the brands that succeed are not the ones chasing individual wins; they are the ones who show up consistently and build genuine momentum.
A Neverending Chase
Let’s just say, for argument’s sake, that we nail it. We craft the perfect LinkedIn post that gets shared far and wide. Engagement spikes, you gain some new followers, and the marketing team has some nice screenshots to show to the board.
Or we pull off the perfect marketing stunt. We generate huge buzz at ICE, and everyone talks about us for two days.
What next? The reality is that within hours, the algorithm does its thing, and your post moves on. It might get some quick mention in the break room of businesses the next day, and if you’re lucky, it might get a shorter second run on newsfeeds.
Unless you have built some genuine momentum beforehand and can actually capitalise on that moment, you are basically back in the same position you started in, and it’s back to the drawing board to attempt to get that next big hit.
This constant chasing of moments or quick wins leaves you in an endless cycle. Campaigns are not building on the previous one; there is no throughline, and there is no brand identity.
Looking at this from the PR side of our business, one brilliant piece of content followed by six months of silence or failed attempts at marketing stunts is not going to establish you as a thought-leader. At worst, it could even brand you as an opportunist with no clear identity.
Building Consistency
This is where consistency changes the equation. When a company commits to sustained, valuable marketing content, including an engaging, dependable social media presence, they stop chasing short-term hits and sees long-term results.
Your audience and the wider industry develop habits. They begin to rely on your Monday morning roundups or your Friday case study feature. Your content appears regularly on their timelines, driving continued engagement and establishing you as a voice and a brand they can trust.
This creates genuine marketing momentum. The cliche that it is a ‘marathon, not a sprint’ is very apt for marketing, and to stick with the running metaphor, these regular posts get miles in your legs and help you build a consistent base.
For some marketing teams, the idea of posting regularly can be overwhelming. It requires a realistic schedule that you can maintain, and a sprinkle of discipline to ensure you do.
For one company, for example, it could be three weekly LinkedIn posts, one sharing an insight into company culture, one commenting on industry regulation, and one highlighting a product, supported by a bi-weekly blog on the company’s website, and a newsletter.
This schedule, alongside a content calendar highlighting key events, conferences, and talking points, will become your foundation. It allows you to plan in advance, anticipate any issues you might encounter, and maintain a steady flow of ideas.
Of course, you can always leave room for some flexibility. Being involved in viral trends is never a bad thing; in fact, we openly encourage it, but you should not be solely relying on these moments.
They can be a lot of fun (be honest – who didn’t enjoy looking at their coworkers from 2016?) and a great way to showcase yourself as a brand with cultural awareness, but they can not be your entire strategy.
Being consistent and maintaining momentum also extends beyond posting new content; it requires engagement, especially in the B2B space. You cannot position yourself as a strategic partner for a company without showing support and engagement.
Sustained engagement demonstrates a continued understanding of the market and products, and positions you as someone who is not just out to promote themselves in big moments.
This is something we really emphasise at GameOn, encouraging all of our clients to maintain strong relationships and be consistent with their engagement.
Reframing the Narrative
A challenge we all face in marketing is investors or C-suite execs wanting us to chase those big moments or see flashy results. To counter this, we must learn to reframe the narrative.
Showcase continued growth, highlight upcoming plans and show the potential in the path you are currently following. When businesses see trends climbing each quarter, and not just huge spikes and drop-offs, they will soon come to understand the importance of consistency.
Marketing in iGaming rewards staying power over catching lightning in a bottle. While the desire to chase big individual wins can be strong, in the long run, it is the companies that set a standard, build momentum, and grow over time that succeed.
This is the approach we take with all of our clients at GameOn – we build long-term goals and work to achieve them through consistency and momentum.
The post Why Marketing Momentum Outperforms Quick Wins appeared first on G3 Newswire.
Did you see their LinkedIn post about the UK tax changes? Everyone was commenting on it. Why can’t we write something that will get similar engagement? As a marketing team, we are asked these kinds of questions weekly. In the age of virality and instant gratification, watching competitors land a hit can send marketing teams…
The post Why Marketing Momentum Outperforms Quick Wins appeared first on G3 Newswire.