{"id":65604,"date":"2023-12-26T21:08:04","date_gmt":"2023-12-27T01:08:04","guid":{"rendered":"https:\/\/ronellsmith.com\/?p=65604"},"modified":"2023-12-27T12:46:46","modified_gmt":"2023-12-27T16:46:46","slug":"why-consistency-wins-for-small-businesses","status":"publish","type":"post","link":"https:\/\/ronellsmith.com\/blog\/why-consistency-wins-for-small-businesses\/","title":{"rendered":"Why consistency wins for small businesses"},"content":{"rendered":"<p class=\"md-end-block md-p\"><span class=\"md-pair-s\"><em><span class=\"md-plain\">There are few easy wins in content marketing, especially given how crowded most verticals and categories are today. But one word that comes up often when discussing successful businesses is consistency, in large part because consistency wins for small businesses. Here&#8217;s how to make it work for your brand.<\/span><\/em><\/span><\/p>\n<p class=\"md-end-block md-p\"><span class=\"md-plain\">One of the downsides of being a writer is having your thoughts out there for everyone to see, read, and\u2014sometimes\u2014be challenged. That\u2019s what happened recently, when I met with a small business owner who pressed me about one of <\/span><span class=\"md-meta-i-c md-link\"><a><span class=\"md-plain\">my recent articles she\u2019d read that dealt with being successful in business.<\/span><\/a><\/span><\/p>\n<blockquote>\n<p class=\"md-end-block md-p\"><span class=\"md-plain\">\u201cOK, in one sentence, tell me what you think it takes for a business\u2014any business\u2014to be successful?\u201d she asked. <\/span><span class=\"md-plain\">\u201cI can do better than that,\u201d I shot back. \u201cI\u2019ll give it to you in one word, and it\u2019s true for life and business: <\/span><span class=\"md-meta-i-c md-link\"><a href=\"https:\/\/ronellsmith.com\/blog\/content-marketing-fails\/\"><span class=\"md-html-inline\" spellcheck=\"false\"><span class=\"md-plain\">consistency<\/span><\/span><\/a><\/span><span class=\"md-plain\">.\u201d<\/span><\/p>\n<\/blockquote>\n<p class=\"md-end-block md-p\"><span class=\"md-plain\">I went on to explain that, of the hundreds of businesses and business owners I\u2019ve worked with, as either a <\/span><span class=\"md-pair-s \"><span class=\"md-meta-i-c  md-link\"><a href=\"https:\/\/ronellsmith.com\/services\/content-strategy\/\"><span class=\"md-plain\">content<\/span><\/a><\/span><\/span><span class=\"md-pair-s \"><span class=\"md-meta-i-c  md-link\"><a href=\"https:\/\/ronellsmith.com\/services\/content-strategy\/\"><span class=\"md-plain\"> strate<\/span><\/a><\/span><\/span><span class=\"md-pair-s \"><span class=\"md-meta-i-c  md-link\"><a href=\"https:\/\/ronellsmith.com\/services\/content-strategy\/\"><span class=\"md-plain\">gist<\/span><\/a><\/span><\/span><span class=\"md-plain\">, business strategy consultant, or a <\/span><span class=\"md-meta-i-c md-link\"><a href=\"https:\/\/ronellsmith.com\/about-ronell\/\"><span class=\"md-plain\">small business coach<\/span><\/a><\/span><span class=\"md-plain\">, the willingness to power through the toughest challenges without veering from the desired goal is the best indicator of success. Some had better ideas than others. Some had amazing ideas but failed in the area of execution. Still others had winning products or services, in addition to a strong staff and market advantages to boot.<\/span><\/p>\n<p class=\"md-end-block md-p\"><span class=\"md-html-inline\" spellcheck=\"false\"><span class=\"md-plain\">Even so, when I look back at who was successful and who was not, consistency is the <a href=\"https:\/\/ronellsmith.com\/blog\/point-of-differentiation-for-small-businesses\/\">key differentiator<\/a>. <\/span><\/span><span class=\"md-plain\">She wasn\u2019t very convinced at first, but anecdotal evidence and science appear to be on my side.<\/span>\u200b<\/p>\n<div class=\"md-htmlblock md-rawblock md-end-block\" spellcheck=\"false\">\n<div class=\"md-htmlblock-container md-rawblock-container\" tabindex=\"-1\">\n<h2>Research proves that consistency wins for small businesses as well as in science and content marketing.<\/h2>\n<\/div>\n<\/div>\n<p class=\"md-end-block md-p\"><span class=\"md-plain\">Parents, teachers, mentors and advisors have, for years, said stick-to-itiveness, or what is now called <\/span><span class=\"md-pair-s\"><span class=\"md-plain\">grit<\/span><\/span><span class=\"md-plain\">\u2014the willingness to push through challenges, no matter how difficult, to see a task through completion\u2014is one of the biggest markers of success. If you\u2019re like me, you likely rolled your eyes and said, \u201cYeah, sure,\u201d believing they\u2019d say anything to get you to do your homework, take out the trash, attend school or make it to Wednesday night Bible study.<\/span><\/p>\n<p class=\"md-end-block md-p\"><span class=\"md-plain\">Then, several years ago, we started hearing about studies that seemed to corroborate this line of thinking:<\/span><\/p>\n<ul>\n<li class=\"md-end-block md-p\"><span class=\"md-plain\">In college, I read of a study from the 1970s, which looked at why, among top young music prodigies, there appeared to be a good, better, and best group. The <\/span><span class=\"md-pair-s\"><span class=\"md-plain\">researchers<\/span><\/span><span class=\"md-plain\"> concluded the top band resulted from the youngsters in that group being willing to put in more hours of practice than their peers.<\/span><\/li>\n<li class=\"md-end-block md-p\"><span class=\"md-tag md-raw-inline\" spellcheck=\"false\">L<\/span><span class=\"md-plain\">ater, I read a study of tennis players, which seemed to make a similar point: more practice yielded more success.<\/span><\/li>\n<li class=\"md-end-block md-p\"><span class=\"md-plain\">I&#8217;ve read similar studies regarding math and sports participants as well.<\/span><\/li>\n<\/ul>\n<p class=\"md-end-block md-p\"><span class=\"md-plain\">I was still skeptical of this advice, however, when I started working with businesses of all sizes. I expected there to be some magical, obvious difference that separated the wheat from the chaff. Then, several years ago, when I hired a personal trainer from Boston, it hit me like a brickbat to the forehead:<\/span><\/p>\n<p class=\"md-end-block md-p\"><em><span class=\"md-html-inline\" spellcheck=\"false\"><span class=\"md-plain\">Not only is consistency one of the biggest drivers of success, it&#8217;s one of the most manageable aspects for achieving success as well.<\/span><\/span><\/em><\/p>\n<h2>Being consistent is a powerful lever fully within your control<\/h2>\n<p class=\"md-end-block md-p\"><span class=\"md-plain\">The trainer I hired, Eric Cressey, is a genius when it comes to strength training and rehab, for the bulk of his clients are Major League Baseball players. Through working with Cressey to get in better shape and develop good habits that&#8217;ll last a lifetime, I started seeing a pattern as I consumed his books, blog posts and videos.<\/span><\/p>\n<p class=\"md-end-block md-p\"><span class=\"md-plain\">The athletes he always singled out as being the most successful were not always the most talented; they were the <\/span><span class=\"md-html-inline\" spellcheck=\"false\"><a href=\"http:\/\/kaplifestyle.com\/2014\/07\/long-term-success\"><span class=\"md-plain\">most consistent,<\/span><\/a><\/span><span class=\"md-plain\"> a topic he covered in a recent post when one of his MLB guys, Corey Kluber, was on the mound for the Cleveland Indians:<\/span>\u200b<\/p>\n<div class=\"md-htmlblock md-rawblock md-end-block\" spellcheck=\"false\">\n<div class=\"md-htmlblock-container md-rawblock-container\" tabindex=\"-1\">\n<blockquote><p>&#8220;&#8230;Just about every conversation I have with parents, coaches, and kids invariably winds up leading to the question, &#8216;What separates the best from the guys who don\u2019t make it?&#8217; My answer is always a single word: consistency. The guys who &#8216;make it&#8217; and succeed are far more consistent in every aspect of their preparation than the ones who don\u2019t.&#8221;<\/p><\/blockquote>\n<\/div>\n<\/div>\n<p class=\"md-end-block md-p\"><span class=\"md-plain\">These words resonate with me on a very personal level because I&#8217;ve seen as much in my own life.<\/span><\/p>\n<ul>\n<li class=\"md-end-block md-p\"><span class=\"md-plain\">The more consistent I am in the gym and in the kitchen, the better my results.<\/span><\/li>\n<li class=\"md-end-block md-p\"><span class=\"md-plain\">The more consistently I work on any one area of my business, the better the overall results.<\/span><\/li>\n<li class=\"md-end-block md-p\"><span class=\"md-plain\">The more consistently I focus on getting better at any one area of my life, the more that area improves, and with it, all areas of my life as well.<\/span><\/li>\n<\/ul>\n<h2>How successful small business owners put consistency to use to grow their brands<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-65617\" src=\"https:\/\/ronellsmith.com\/wp-content\/uploads\/2023\/12\/Blog-Consistency.jpg\" alt=\"Dall-E image of a storefront having the name consistency\" width=\"626\" height=\"626\" srcset=\"https:\/\/ronellsmith.com\/wp-content\/uploads\/2023\/12\/Blog-Consistency.jpg 723w, https:\/\/ronellsmith.com\/wp-content\/uploads\/2023\/12\/Blog-Consistency-300x300.jpg 300w, https:\/\/ronellsmith.com\/wp-content\/uploads\/2023\/12\/Blog-Consistency-480x480.jpg 480w, https:\/\/ronellsmith.com\/wp-content\/uploads\/2023\/12\/Blog-Consistency-150x150.jpg 150w, https:\/\/ronellsmith.com\/wp-content\/uploads\/2023\/12\/Blog-Consistency-90x90.jpg 90w\" sizes=\"(max-width: 626px) 100vw, 626px\" \/><\/p>\n<p class=\"md-end-block md-p\"><span class=\"md-plain\">I know beyond a shadow of a doubt that consistency can and will help your business, no matter the area that needs improvement. Let me be clear, however: Consistency won&#8217;t make success easy to come by; it will, however, make success easier to attain.<\/span><\/p>\n<p class=\"md-end-block md-p\"><span class=\"md-plain\">Here&#8217;s the advice I give most often to small businesses: <\/span><\/p>\n<div class=\"md-htmlblock md-rawblock md-end-block\" spellcheck=\"false\">\n<div class=\"md-htmlblock-container md-rawblock-container\" tabindex=\"-1\">\n<h3>Prioritize your category pages and other bottom-of-the-funnel content<\/h3>\n<\/div>\n<\/div>\n<p class=\"md-end-block md-p\"><span class=\"md-plain\">Quit worrying about what the competition is doing and start working to become the definitive resource resource in your category. Ensure that your main product and service pages are locally relevant, well written, thorough, and easy to consume. No keyword stuffing. These are likely to be some of the most visited pages on the site\u2014in addition to the highest converting\u2014so spend the time and energy ensuring they reward visitors for their time. <\/span><\/p>\n<p class=\"md-end-block md-p\"><span class=\"md-plain\">Keep a close eye on your analytics to see which pages are getting the most visits, then be diligent in writing blog posts and, when needed, new service area pages, to keep those <\/span><span class=\"md-meta-i-c  md-link\"><a href=\"https:\/\/www.contentharmony.com\/blog\/bottom-of-funnel-content\/\"><span class=\"md-plain\">bottom of the funnel leads<\/span><\/a><\/span><span class=\"md-plain\"> engaged and returning to your site.&nbsp;<\/span><\/p>\n<div class=\"md-htmlblock md-rawblock md-end-block\" spellcheck=\"false\">\n<div class=\"md-htmlblock-container md-rawblock-container\" tabindex=\"-1\">\n<h3>Find and engage with your audience on relevant social media platforms<\/h3>\n<\/div>\n<\/div>\n<p class=\"md-end-block md-p\"><span class=\"md-plain\">Social media often plays a huge role in the success of small businesses, especially those with owners willing to actively engage with their audience in a <\/span><span class=\"md-meta-i-c md-link\"><a href=\"https:\/\/ronellsmith.com\/blog\/create-meaningful-content\/\"><span class=\"md-pair-s \"><span class=\"md-plain\">meaningful, beneficial fashion<\/span><\/span><\/a><\/span><span class=\"md-plain\">. <\/span><\/p>\n<p class=\"md-end-block md-p\"><span class=\"md-plain\">Remember, the goal of using social media isn&#8217;t likes or traffic or fans; it&#8217;s an opportunity to interact with prospects and customers to build connectivity, relevance, and create top-of-mind awareness. You should view the use of social media as an opportunity for your business to take advantage of fertile but underdeveloped real estate. <\/span><\/p>\n<div class=\"md-htmlblock md-rawblock md-end-block\" spellcheck=\"false\">\n<div class=\"md-htmlblock-container md-rawblock-container\" tabindex=\"-1\">\n<h2>Use organic search to answer the most pertinent web queries for your business and to set your brand apart<\/h2>\n<\/div>\n<\/div>\n<p class=\"md-end-block md-p\"><span class=\"md-plain\">You don&#8217;t need another rant from me about saying you don&#8217;t need to be a <\/span><a href=\"https:\/\/ronellsmith.com\/blog\/the-most-dangerous-lie-in-content-marketing\/\"><span class=\"md-pair-s \"><span class=\"md-plain\">brand publisher<\/span><\/span><\/a><span class=\"md-plain\">. Instead, your brand should prioritize the use of search as a channel for serving up answers to the most pressing questions from your prospects and customers, while remembering that doing so is as much about <a href=\"https:\/\/ronellsmith.com\/blog\/branding-is-essential-for-small-businesses\/\">brand building<\/a>\u2014being seen as the best option for the product or service you offer\u2014as it is about conversions.<\/span><\/p>\n<blockquote>\n<p class=\"md-end-block md-p\"><span class=\"md-plain\">&#8220;Every visitor from search isn\u2019t a chance for a sale, and marketers need to shift their mindset away from viewing every visit that doesn\u2019t convert as a miss,&#8221; wrote marketer <\/span><span class=\"md-meta-i-c md-link\"><a href=\"https:\/\/audienceplus.com\/discover\/the-future-of-b2b-seo-is-audience-development\/\"><span class=\"md-plain\">John-Henry Scherck in a recent blog post<\/span><\/a><\/span><span class=\"md-plain\"> . &#8220;Clicks from search should primarily be viewed as an intro to a new audience member with a goal of earning their email, not earning a meeting on their calendar. The goal for SEO shouldn\u2019t be to get them to buy right now, it should be to get them to follow along to the point where buying your product isn\u2019t just a possibility, but the only path they consider taking.&#8221;<\/span><\/p>\n<\/blockquote>\n<p class=\"md-end-block md-p\"><span class=\"md-plain\">This is where knowing your customers&#8217; and prospects&#8217; needs can pay huge dividends. Instead of creating blog posts and web pages around keywords, focus the content around the exact language being used by searchers. For example: &#8220;burst sewer pipe burst&#8221; instead of &#8220;I need a plumber.&#8221; Also, as Sherck points out, experiment with content types, including video, to discern the best method of communicating the information.<\/span><\/p>\n<p class=\"md-end-block md-p\"><span class=\"md-plain\">What&#8217;s more, I recommend <\/span><a href=\"https:\/\/ronellsmith.com\/blog\/choice-overload\/\"><span class=\"md-pair-s\"><span class=\"md-plain\">small business owners<\/span><\/span><\/a><span class=\"md-plain\"> keep an Excel document to list the questions they get from prospects and clients, in addition to a list of questions and comments the staff uncovers via organic search, in forums and discussion boards, and via social media. The more you understand the language being used to find your business, the better able you&#8217;ll be to market your products and services.<\/span><\/p>\n<h2>Are you ready to reap the benefits yielded from consistency?<\/h2>\n<p class=\"md-end-block md-p\"><span class=\"md-plain md-expand\">After seeing numerous small businesses recognize success by consistently working in these areas, I feel strongly that you can do the same and enjoy similar results. Not only does consistency win for small businesses, but consistency is often the <em>easiest <\/em>win, especially for <a href=\"https:\/\/ronellsmith.com\/blog\/content-marketing-is-a-force-multiplier\/\">content marketing<\/a>.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>There are few easy wins in content marketing, especially given how crowded most verticals and categories are today. But one word that comes up often when discussing successful businesses is consistency, in large part because consistency wins for small businesses. Here&#8217;s how to make it work for your brand. One of the downsides of being&#8230;<\/p>\n","protected":false},"author":4,"featured_media":65617,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"cybocfi_hide_featured_image":"yes","footnotes":""},"categories":[112],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why consistency wins for small businesses - RonellSmith.com<\/title>\n<meta name=\"description\" content=\"The most successful businesses I work with all have one thing in common: consistency. 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