Focus, Consistency and Persistence – The tripod for online marketing success!

Focus, Consistency and Persistence – The tripod for online marketing success!

The realities that have been imposed upon us by the covid-19 pandemic have succeeded in pushing online engagements to record breaking heights. Someone has said that covid-19 has actually helped to speedup internet related developments by at least three years and I have no qualms at all agreeing with this submission. The sudden push in internet proliferations and usage has put increased pressure on online marketers and users in general. So many businesses have either been forced to go online or forced to use the online platform as the only marketing option. Thus, there is now the need, more than ever, for online marketers to evolve into a better form and develop traits that are required to succeed in the now too competitive arena of online marketing.

There are so many desirable traits expected of any entrepreneur or marketing practitioner. However, there are three traits that are prerequisites and are compulsory to have if one is going to be qualified to be called an online marketer. I usually refer to these three traits as the three legs of the successful entrepreneur’s tripod stand. These three traits are Focus, Consistency and Persistence.

Focus: according to the dictionary, Focus refers to one’s center of interest or activity. It could also mean ‘to pay particular attention to’ an activity or topic. A leader of thought also has described focus as to: Follow One Course Until Success.

If you will ever succeed as an online entrepreneur or marketer, you must be very focused on your topic, product or service. That is why you are advised to choose a niche and stick to it. When it comes to online marketing, you cannot afford to be a jack of all trades. The phrase laser focus is very apt to describe your best bet at succeeding online.

You have to always remind yourself that there are one thousand and one other people trying to push their products and services to the same audience. The more dispersed your topics, products or services are, the vaguer your power to convince would be and thus the less effective your messages to your target audience would be. On the other hand, when you focus on your niche or even a particular part of your niche, you will be more effective and more convincing in your messages. For example, the health and wellness industry is very wide so you can decide to focus on make up or body cream or service even hairs. 

“What you stay focused on will grow.”

Roy T. Bennett

Consistency: This is defined by the dictionary as constantly adhering to the same principles, course, form, timing e.t.c. When it comes to succeeding in your online marketing effort, consistency with respect to your timing and messaging is a sine qua non. You cannot afford to be haphazard in your approach. Once people start following your posts, they expect to see your posts as often as you have set up. Immediately they cannot tell whether they will hear from you at the expected time on not, they start losing interest in you and your messages. Also remember that there are so many posts competing for the audience’s time and attention, so if yours is not there, others will fill in the gap. As they say nature abhors a vacuum but I tell you, the internet and even the minds of the audience abhor a vacuum….

One sure nugget of advice I always offer to keep you consistent is; Do it even if you don’t feel like it!

Also you must never forget that posting contradictions is the easiest way to erode your own credibility and undo all your hard earned goodwill. You must endeavor to maintain the same line of reasoning except it becomes inevitable to retrace your earlier claims due to new inventions or superior product development.

“Success is neither magical nor mysterious. Success is the natural consequence of consistently applying basic fundamentals.”

E. James Rohn

Persistence: defined as the fact of continuing in an opinion or course of action in spite of difficulty or opposition. If there is any occupation where you are constantly bombarded with almost undeniably genuine reasons to give up, then it is the online marketing field. You would be discouraged, you would fail, you would be criticized and even mocked but if you keep at it and remain focused, consistent and persistent, the fruit on the long run is usually sweet.

There is no great feat that can be achieved without Persistence. All great achievers in the anals of human history have been people that have moved on even in the face of discouraging circumstances. If you have made up your mind to be counted among the number of successful people, especially in the field of online marketing, then you must make Persistence your guiding principle.

“It doesn’t matter how many times you get knocked down. All that matters is you get up one more time than you were knocked down.”

Roy T. Bennett

Tunde is the founder of Webend Online Marketing Services, a Nigerian based online marketing agency with a global outlook. You can reach him on +2349014501924. Visit for more on how you can be served.

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