Momentum… a term we hear so much in the business world. “Let’s put together a committee to build momentum for the new launch!” “Let’s move now while we have momentum!” Sometimes I just want to say, “Do you actually know what that word means? You’re not using it right!”
Momentum is a physics term. It refers to the quantity of motion of a moving body, measured as a product of its mass and velocity. Roller coasters work because of momentum. The quantity of motion from the downhill allows the car to make it up the next rise. Without momentum, the car would stop moving. This word “momentum” has been tossed around about a lot of things that have nothing to do it, and usually it’s just a tactic used by someone who wants to charge you a lot of money for something that sounds a little too good to be true.
What does that have to do with marketing? Simple. Ideas have no mass, therefore they will NEVER coast. And let’s face it…your marketing plan is basically a group of ideas joined together and reported on by data (which by the way, also has no actual mass, no matter how heavy it feels!) Just like a huge launch on a book isn’t going to assure the growth in sales, a big launch on your new business isn’t going to assure growth. The launch is the launch. What happens after the launch, though, isn’t the result of momentum. It’s the result of showing up, day after day to promote your business. Consistency is key. And that’s where a lot of small businesses stumble. You start well on your digital marketing, but then you get too busy to keep it going. You build a great site but then you never bother to keep up with trends and technology and now you’re old news. Fast starts are never as important as consistently showing up and committing to a process – that’s the mass that gives your business growth momentum!
When you’re read to see the growth you desire for your small business, avoid those flashy salesmen who want to build up a bunch of hype trying to tell you that a big launch will bring momentum. A big launch can be an awesome thing. But without someone who can commit to consistently doing the work of implementing a well-thought-out marketing plan, your business will stall just like a roller coaster with no momentum. That’s where we come in. We can do the work to keep your business moving forward and growing. So leave the “momentum” to us, you just enjoy the ride!