In Sandler, we help clients learn that consistency is a huge part of sales done right. The same thing is true in marketing. A big part of being consistent over time is your own behavior. In fact, that's the only thing you can really control.

Obviously, you want to improve how you're doing things over time, but starting by focusing on consistency is huge for both sales and marketing.

So how does that play out in marketing?

A lot of traditional marketing firms will talk in terms of marketing campaigns. More often than not, that means a one-time effort. Maybe it's a single day, or perhaps it's over a few weeks. The point is, they're not referring to ongoing, consistent behaviors.

When you don't focus on ongoing, consistent execution, it's no surprise that you don't get consistent results over time. Many times those campaigns don't deliver the results you were hoping for at all. There's no chance to tweak your process over time and improve your results!

Countless studies have shown that you need multiple touches with prospects, whether it's from a marketing standpoint or a sales standpoint. In both areas, people need more than one exposure to buy from or work with you. And you can't get that with a one-off marketing campaign.

Instead of a one-time marketing campaign, set goals and milestones focused on consistent behavior rather than specific outcomes you'd like to achieve. Then tweak those behaviors on an ongoing basis to achieve better results. Goals and milestones that are focused on behavior are entirely within your control. You alone are responsible for hitting them!

Some goals or milestones for marketing that are not behavior-based might include:

• I want X number of responses to my postcards.
• I want to grow my Facebook audience to Y.
• I want to grow my email newsletter list to Z.

That's not to say those things shouldn't be measured. But see how you can't control them? Instead, try some behavior-based goals, which you can control.

With postcards, have a goal to send a specific amount out per week. Over time, tweak what you send, how you create your mailing list, etc.

With a Facebook audience, part of what goes into that is posting consistently and inviting people to like your page. Set weekly or monthly goals for those. Decide how often you'll post, go through once a month, and invite people to like your page. It becomes a habit that will help you progress toward building your audience.

For an email newsletter, set a goal to reach out to a certain number of people each week and share with them the pains people have solved using the information in your email newsletter. Then ask if they'd like to subscribe.