That restless twinge in your stomach when a competitor launches something new—that nagging thought you’re about to miss the next big thing—we’ve all felt it.
It’s easy to fall for the hype and think you have to jump on every shiny new marketing trend.
But the real threat lies in constantly starting and stopping marketing campaigns.
The problem is, every time you pivot and start something new, you lose the invaluable audience data, insights and trust you’ve spent months building. That’s why consistency matters more than novelty.
How Marketing Compounds Over Time
When you stick with a marketing channel, you harness three types of compound growth that directly boost your return on investment (ROI):
- Algorithm Learning – Digital platforms, from Facebook to Google, learn from every single click, like, or conversion. If you’ve been running a an online campaign for six months, you’ve amassed a wealth of data that the algorithm can use to serve your ads more efficiently — dramatically driving down the cost per click. Hitting the reset button means giving that compounding knowledge away and starting over.
- Audience Building – As people see your brand consistently, they learn to trust it more. One client we worked with stayed the course with their email strategy for a full year. By the end of it, their open rates had doubled, and their revenue per email also climbed. That’s audience trust translating directly into improved ROI.
- Data – Long-term data reveals trends no quick experiment can. One of our clients discovered their best-performing ad schedule purely by letting campaigns run long enough to gather six months of data. Once they saw the pattern, they fine-tuned their scheduling and cut wasted ad spend in half, boosting their returns.
How to Build Marketing Momentum
The key to compound growth isn’t just waiting it out. It’s about making small but deliberate improvements while your campaigns continue to run.
Quarterly Strategy
This is the time to consider bigger moves—if the data supports them. Often, what feels like a plateau is actually a launchpad for your next growth spurt. One client was ready to scrap a year’s worth of work because results “flatlined.” Instead, we refined their audience targeting based on six months of data. Two weeks later, their cost per lead dropped by 30%.
Weekly Check-ins
Track core metrics without rushing to change anything. Think of it like glancing at an investment statement—too much tinkering can be its own worst enemy.
Monthly Reviews
Look for clear trends. Double down on the ad sets or audiences that consistently win, and shelve the underperformers. Small, data-backed tweaks compound into meaningful gains.
Making the Shift
Instead of chasing every new channel, strengthen your best performer. Here’s your action plan:
- Take Stock of the Last Six Months
Which channel has reliably brought in leads or sales? That’s your foundation.
- Commit for One Quarter
No major overhauls or desperate platform-hopping. Just data-driven refinement of what already works.
- Set a Review Rhythm
- Weekly: Monitor. Don’t jump at every dip or spike
- Monthly: Make focused, incremental changes.
- Quarterly: Decide if you truly need a new channel—or if better targeting, messaging, or scheduling might unlock deeper potential in your current one.
The hardest part? Ignoring competitors and resisting the lure of the next new thing. But remember—while they’re resetting their progress, you’re compounding results and building real momentum!
