Maintenance is a topic that has been on my mind quite a bit lately. Maintenance of my lawn, house, vehicles, finances, children, diet, relationships, hair, and clothing are just a few of the things that must be maintained on a regular basis. Marketpath also requires regular maintenance of our finances, infrastructure, culture, client relationships, custom software, and much more. The key to success is maintaining items in small doses on a regular basis (i.e., performing small tasks here and there). The more consistent I am with regular maintenance, the more likely major problems won't appear. Failure to maintain each item in my life leads to neglect, which leads to me having to spend a lot more time and a lot more money which leads to great frustration.
Part of the reason I've been contemplating the importance of maintenance is that I've been reading Zen and the Art of Motorcycle Maintenance (yes, I stole the title for this post) - a philosophical novel that blends an attempt to define "Quality" and the importance of regular maintenance of our environment and our individual self.
Website marketing isn't all that different than anything else in our life. At Marketpath, we maintain our relationships with our customers and audience via our blogs, email blasts, social platforms, webinars, phone calls, and in-person meetings. I'm always pushing the importance of touch points and, if regularly maintained with good quality content, those touch points will result in a future sale or referral. Failure to regularly maintain those touch points leads to a complete fall off of our audience engagement and an evaporation of sales and referrals.
Most marketers maintain a giant calendar with all the activity planned over the next few months. This is obviously important for the big items (trade shows and campaigns) but it is also import for the smaller, more easily maintained activities like blogging, social engagement, email sends, phone calls, etc. While these tasks may become slightly mundane or monotonous, they are still very important collectively over time.
If you fail to keep up your house it will fall into disrepair. Bringing it back to a normal state then requires more money, more time, and more frustration. Neglecting your website marketing efforts by not keeping a consistent schedule and constantly tweaking your message to keep your audience engaged will cause your marketing to fall into disrepair just as well. Then rebuilding the level of engagement you once had, or almost achieved, will require more time, more money, and more frustration. Keep it human, keep it consistent, and keep it meaningful.