Rome Wasn’t Built in a Day (And Neither Is A Successful Organic Marketing Strategy)

There’s a reason 90% of New Year’s resolutions don’t stick.

It’s not a lack of intention. It’s because they ask for too much, too quickly.

Big changes start with small, repeatable steps, and the same applies to effective business marketing.

In a world of endless feeds, short attention spans and viral trends, it’s easy to lose sight of what marketing is really there to do.

For professional services businesses, organic marketing rarely delivers new clients immediately.

What it does do is build familiarity and trust with potential customers, creating opportunities further down the line.

That trust is earned through helpful content that shows how you think, how you work, and where your expertise lies.

When clients ask how their personal and company brands should be shaped, I usually suggest these initial steps:

1. Review your competitors.
Look at what firms like yours are saying online, and just as importantly, what they’re not. Pay attention to the LinkedIn activity of founders and senior leaders, not just company pages.

2. Define where you can lead.
Use those gaps to clarify the specific areas of expertise you want to be known for.

3. Build a simple, sustainable content plan.
Capture both personal and company expertise, and pre-prepare content where possible to keep things time-efficient.

4. Stay consistent and observe the signals.
Over time, focused marketing builds credibility and lays the groundwork for targeted business development. Engagement, profile views and conversations all become indicators of interest.

When it comes to building trust through marketing, consistency, accuracy and simplicity matter more than volume.