No one email campaign, Facebook post, or Twitter interaction will solve the problem. No marketing plan will be so successful that you continue to use it year after year. A quick solution to branding your business in an industry does not exist. Increasing sales year over year does not just happen. Sure the GEICO Gecko stuck, but he had a few billion dollars behind him and as we all know in the marketing world, money goes a long way.

Building a brand takes time. You must be consistent with your message, but adapt it to the communication channel you’re using.

Social media channels are not to be looked at as free advertising. If you think of them in this way, your work will be ineffective. When you are using a social media platform, remember that you are in other people’s space Your goal is to make them want you. You’re asking them to include your business in their digital life, and that’s personal. Be sure to give them a reason to like your page, or follow you on Twitter. Are you posting things that make you seem relevant, or is your Facebook wall looking a lot like a billboard that shouts“buy insurance?” There must be be a balance.

Email marketing is an effective communication channel to increase brand awareness and sales, but that doesn’t mean that every email you send will positively increase brand awareness and sales. Don’t forget that you are still sending a message to a person. A message that will appear in their email inbox that they will read while in bed, during dinner, or while commuting to work. Make sure the email you’re sending has a clear purpose. One that will translate to the reader while they move on with their busy life. Make your message stick.

You are not alone in this struggle to communicate with potential customers. Every business is making the same attempts to get their attention. Every industry, every business, every marketing department is on Facebook, email marketing, and cold calling. Don’t take this as a signal to give up. Use it to your advantage and challenge yourself to invest time, creative energy, and money into your marketing and sales efforts. You won’t regret it.

Over the years the Gecko has seen changes in his role within a large company like GEICO, welcoming new friends to the advertising front. Take a page from their book and realize that you must adapt to continue to grow.