Some say that we need to have a strategy and a long-term plan – and stick to it.The benefit of this is that we can (for the most part) “set it and forget it.” In addition, and more importantly, it *takes time to see results, so we need consistency to keep us from getting distracted. It’s the proactive approach.
Others say to keep things fluid and changing. They would say that it’s mandatory with today’s fast-paced communications. It’s the reactive approach.
We really need a balance between the proactive and reactive options – and it’s going to depend on what we offer and other factors (whether our product is seasonal, who our customers are, budget, etc.). We need to be both proactive and reactive.
For example, I’m making a six-month plan (yours might be nine or 12 or seasonal). I’m going to do this much blogging, this much personal networking, this much educational, blah, blah, blah. And, for the most part, I stick to it. I have a publishing schedule for my enewsletter, but have intentionally left some topics TBD. For fluidity, if I attend something that seems timely, I have the option to publish my comments or thoughts here or on my LinkedIn or g+ pages immediately. I plan my in-person networking options just a few weeks out. My educational plans are opportunity-based and fluid.
My plans revolve around content – yours will be different. Put together and implement your plan – while leaving yourself room for spontaneity.
*Those who “try” one thing for a month and give up because they don’t see results are, pardon me for being blunt, naive. Think about the number of ads we’re exposed to in a day (TV, radio, driving, online, smartphones, tablets, apps, ad nauseum). What makes us think that our message is going to cut through all that in just one month? Especially if we have a limited budget, ad schedule, whatever.