It’s all about time in the market
It’s all about time in the market
There’s an old saying in finance and investing, “It’s not about timing the market, it’s all about time in the market”.
In simple terms, this saying encourages people to leave their money in the stock market and ignore the inevitable ups and downs, because whatever happens in the short term, you’ll be better off in the long run.
This idea challenges those who think they know how the market will perform and discourages them from constantly buying and selling and trying to predict boom and bust cycles. Time and again, slow and steady wins the investing race.
Like all aphorisms, this concept is relevant to many industries and sectors outside of finance and investing.
What does this have to do with marketing?
A lot, as it happens. Think about the marketing or advertising campaigns you have ever done. Do you invest the entire budget in one day? Of course not! Instead, you adopt a plan that optimises your expenditure to reach as many people as possible as many times as necessary to achieve the desired result.
All within the constraints of your campaign budget. The overall objective being to maximise the longevity of your market presence and brand visibility with the resources you have.
It’s impossible for you to predict the exact moment a prospect will be open to receiving your message, so how could you possibly predict when to place media and content in market to get their attention?
You should strive for an ‘always on’ approach to ensure you are in front of prospects all the time, ready for when they are seeking information or are in buying mode, trusting that consistency and constancy will win in the end.
A little bit every day is better than a huge splash
Taking the idea further, a small amount invested in marketing every single day beats a ‘one and done’ approach where you make a splash and then quickly disappear below the surface never to be seen again.
And this is especially true of content marketing, because in digital media a big slash dissipates immediately. It’s the same for infrequent and random acts of marketing. They are a waste of time and money. You are far better advised to be in the market all the time, or as much as possible.
A set and forget strategy for content marketing has a number of benefits. You’ll ensure your message is in front of the right people when they want to talk to you. And not only will you perform better and land more prospects and leads, but you will save yourself a lot of stress along the way.
Ready to spend time in the market? We can help get you there.