Seesaw Marketing: Why Consistency Beats Keeping Up on Social Media

We had an interesting conversation with Richard on this week’s Impact Club call.

He’s busy. Really busy.

But he’s looking at other butchers on Facebook and Instagram, seeing what they’re posting and thinking…

“I should be doing more.”

So I gave him permission to stop feeling guilty about it.

Because we live in an Instagram world where everyone else’s business can look beautifully packaged, perfectly staffed and completely under control.

It probably isn’t.

If you’re flat out, people are on holiday and you’re trying to keep all the plates spinning, the last thing you need is Instagram making you feel like you’re failing as well.

It’s not worth getting stressed about.

But there is something to watch.

I call it seesaw marketing.

You’re really busy, so the marketing stops.

Then things go quiet and suddenly you think, “We’d better do some marketing.”

So you start again, get busy… and stop.

Up. Down. Up. Down.

The trick is finding a level of marketing you can keep going even when you’re busy - particularly with the seasonal opportunities coming up.

One idea we discussed was the three-story email: three reasons each week for customers to come into your shop.

Simple framework. But not necessarily easy.

Finding three good things to talk about this week is straightforward. Doing it again next week, and the week after that, is where the skill comes in.

And that’s really the point.

Good marketing isn’t about keeping up with everyone else. It’s about finding a rhythm you can actually maintain.

That’s exactly the kind of conversation we have inside Impact Club - sharing ideas, seeing what other retailers are doing and helping each other keep moving when things get busy.

That’s exactly the kind of conversation we have inside Impact Club — practical ideas, honest conversations and a bit of accountability to help you keep moving when things get busy.

If you run a butcher’s shop or farm shop and that sounds useful, find out more about Impact Retail Success Club HERE.

Have a great week.

Mark