Page 106 - The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million - PDFDrive.com

probably remain the same weight. However, if you keep it up three times a week
for a few months, you start to lose weight. You begin to feel better. Working out
becomes part of your routine. You can no longer imagine a week without getting
to the gym a few times. You may even start going every day. Your life is changed
—for the better—for as long as you maintain the routine.

The same holds true for inbound marketing. You may not see results after that
first week. However, if you create content and participate in social media a few
times a week for a few months, you will start to see results. The routine will
become ingrained in your broader marketing process. You can no longer imagine
a week without creating content and participating in social media. You may even
do it more often. Your marketing is changed—for the better—for as long as you
maintain the routine.

Commit to the process.

Create a Content Production Process

Every year, I speak to many audiences on the aforementioned concepts of
inbound marketing. Afterwards, CEOs approach me. “Mark, I loved the speech.
Thanks. I made a note to start blogging twice per week.”

I smile, excited that I inspired them, and respond, “I appreciate the kind words.
Unfortunately, I bet you won't keep it up.”

“What?! But wasn't that the whole idea, Mark? Wasn't the point of your talk to
transform my behavior?”

Yes, but CEOs are busy. Executives are busy. Salespeople are busy. They work
long hours. Their time is in demand and they get pulled in many directions. They
may get through the first week or two, but then a new priority arises and the
content production comes to a halt.

As an executive, don't think about taking on these tasks yourself. Think instead
about creating a content production process. Delegate the process to specialists.
That is your job here. Building your content production team is not easy. But
once you have the team in place, the hard part is over.

Let's go back to our weight loss analogy. You cannot call up your trainer one day
and say, “Hey, I can't make it in to the gym today. Could you bang out a workout
for me?” That doesn't work. However, you can get some help with your content
production.