Marketing momentum doesn’t come from a one-off post or a random email blast. It comes from showing up. Every. Single. Month.
Whether you’re launching new products, keeping your community engaged or driving leads to your site, you need momentum.
One of the biggest mistakes growing businesses make? Stopping marketing the moment things get busy.
But when you stop marketing, you stop growing.
In this blog, we’ll be looking at the importance of consistent ongoing marketing activity to help your business grow, and how you can effectively connect with your audience to drive brand trust, and those all important conversions.
Understanding ongoing marketing
Ongoing marketing refers to the regular, consistent activity from your brand to get in front of your customers and target audience.
This can be through lead generation channels such as paid social, paid search, organic social media, sales funnels and email marketing. It can also be through activities like Search Engine Optimisation (SEO), print marketing, and video content.
This continuous activity is what keeps your brand front of mind for your audience. It’s what builds your reputation and boosts brand awareness.
Short term campaigns vs long term marketing efforts
Short-term campaigns can deliver quick wins. They’re great for attention-grabbing, and often designed to hit immediate goals like a product launch or seasonal offer.Â
But without a long-term strategy behind them, they’re just blips on the radar.
Ongoing marketing is where you’ll see real, sustainable growth.
Short term campaigns: Short term campaigns are ideal when you have a new product or service to promote. They create a sense of urgency and encourage fast action.
Long term marketing: Long-term marketing is the foundation that supports everything else. It’s what keeps your brand visible, builds credibility, and nurtures trust with your audience.
Long-term, continuous marketing is how businesses build a community for their customers, and that’s what makes them stand out from the competition. Customers that feel seen and valued by a brand stay loyal.Â
Benefits of consistent monthly marketing
Any business can create and implement a successful continuous marketing strategy.
Some of the key benefits of regular activity include:
Build awareness
Consistent marketing keeps your brand visible and builds trust with your audience. Regular engagement through different channels makes it more likely that customers will choose you when they’re ready to make a purchase.
Maximise ROI
Continuous marketing allows for better data collection and analysis. This means you have more information to improve your strategy for the better. By maintaining a steady marketing presence, you can optimise your campaigns over time, reducing costs per lead and increasing overall effectiveness.
Improve SEO
Search engines love fresh content. Adding regular blog articles and pillar pieces of content to your website is a key way to boost your SEO rankings.
Improve customer trust
Audiences trust brands that show up and speak consistently. Providing valuable content keeps your audience engaged, building a relationship that ultimately leads to higher conversions.
The below graph shows the number of keywords a local car garage ranks for starting in January 2024, until June 2025.
We’ve been working with this client since early 2024 providing ongoing SEO and content services to promote their specialist car servicing and MOT services for VW/Audi Group vehicles.Â
The impact this work has had is evident – the website went from ranking for 233 keywords, to 699 keywords. On keywords ranking on the first page of Google alone, the client saw a 311.54% increase comparing June 2024 to June 2025, resulting in a significant uplift in enquiries and new business.
Due to Google algorithm updates, the keywords did take a hit at the start of 2025. But with careful reviews of what the updates impacted most, followed by changes to the strategy and how we created the content, keywords soon began to increase.
This is just one example of many, where the impact of ongoing marketing has significantly changed the business results for the better.
Keep your audience interested
Ongoing marketing efforts are effective only with a solid strategy behind it. While it’s crucial to keep that marketing pulse going, it’s also crucial that the content you share is valuable and interesting for your customers.
Strategies like content marketing, email newsletters and social media interaction are all great ways to connect with your audience on a more personal level.
Being able to showcase your brand values and personality as well as your services is what makes a difference between a sale or your customers choosing a competitor.
Sustaining interest over time requires a narrative your audience can follow, relate to, and trust. That means showing up consistently with insights, updates, and content that speaks directly to their needs.
When your audience sees you as a reliable source of helpful, relevant information – not just another brand selling something – they’re more likely to stick around.
Improving business credibility and authority
Ongoing marketing doesn’t just help get your brand in front of your audience. It also plays a critical role in building credibility and authority – both with your users and search engines.
Consistency is a key factor in building your authority in the online world. This consistency across different marketing channels then helps your website perform better.
How ongoing marketing helps improve E-E-A-T scores
Google’s E-E-A-T guidelines aim to help you create helpful, reliable, people-first content for your website.Â
It covers:
Experience – The author (or business) has first-hand experience of the subject matter.
Expertise – The author has the knowledge, credentials and experience required to give reliable information.
Authoritativeness – The author’s (or business’s) overall reputation in their industry.
Trust – How accurate, honest, reliable and safe the website is.
Ongoing marketing efforts have an impact on website E-E-A-T scores.
Part of E-E-A-T is all about establishing a strong, authoritative brand identity, and that’s exactly what regular marketing touchpoints help you do. By sharing high-quality content, earning backlinks, posting on social media, and keeping your online presence fresh, you position your business as a trustworthy, credible source.
Now, search engines aren’t just looking for keywords. They assess how useful, reliable and relevant your content is to real people. That’s where a consistent, well-rounded strategy comes in.Â
When your website is regularly updated, your content answers real user questions, and your brand is mentioned and linked to by reputable sources, it signals to Google that you’re worth ranking.
Measuring and optimising ongoing marketing efforts
Effective marketing starts with making sure you’re tracking relevant Key Performance Indicators (KPIs) and regularly monitoring performance. From these stats, you’re then able to make informed decisions on how to push your marketing to the next level.
Key metrics to monitor in your marketing
Engagement rates
Customer engagement rates are how you know you’re getting seen by the right people. This could be a click of a link on an email or a share of a social media post. The higher the engagement rate, the better you can understand how best to interact with your audience, and what content attracts them most.
Website traffic
Perhaps one of the more obvious ways to track performance is how many visitors you get to your website, as a result of your marketing efforts. Website traffic helps you understand how well your regular content is performing and where you need to improve from an SEO and E-E-A-T point of view.
Cost per conversion
For business running paid ad campaigns, it’s vital to look at the cost per conversion (or cost per acquisition). You need to know that you’re not just pouring money down the drain. The cost per conversion metric shows you exactly how much, or how little, you’re making against your ad spend.
Return on investment (ROI)
ROI measures the profitability of your marketing. It tells you how much revenue you’re making against all of your outgoings. Think about your monthly subscriptions to email marketing platforms, any paid ads you’re running and whether or not you’re outsourcing any of your marketing.
There are a number of different reporting tools both within advertising platforms and beyond. Google Analytics, Meta Business Suite, Data Studio and SEMrush are all great places to start to see how you’re currently performing.
What you need for successful ongoing marketing
Success in marketing doesn’t happen overnight. For a business to thrive off its continuous marketing efforts, it first needs a strong foundation.
Before you can grow or dominate your market you need the right assets in place.
- A website that works as hard as you do
- Content that connects and converts
- SEO that gets you found on Search
- Video that brings your brand to life
These are the essentials. And when done right, they don’t just tick a box, they transform your business.
Putting these core foundations in place will get your business in a better position to start with ongoing marketing.
Your website works as a perfect hub of information and a destination for users to land on from other platforms.
Your content fuels what’s shared on email or social media. This ensures your tone of voice and brand values are consistent across every touchpoint with customers.
Strong SEO from the very start makes for a smoother journey to increasing keyword rankings when it becomes part of your ongoing marketing strategy.
And video is a great way to connect with your audience through more than just words on a page. While written content is essential for search engines and fuelling other content, video connects with users on a deeper, more personal level.
How QBD can help businesses grow
At QBD we’ve been helping businesses to believe in more for over 20 years.
The key to business growth is having regular touchpoints with your audience, using content that connects and engages them. That, paired with a solid foundation, like a website, showing them who you are and what you offer is how you’ll get the results you’re looking for.
That’s why we’ve created two new core products:
QBD Create – your starting point for high-impact, one-off digital projects that lay the groundwork for your long-term success.
QBD Pulse – a structured, strategic and scalable monthly marketing programme designed to deliver results and keep your brand active.
Our friendly, creative and technical experts have vast experience in delivering digital marketing projects with proven results across many sectors and for businesses of all sizes.
Get started now
Brands that maintain a consistent marketing presence see significant long-term benefits. Afterall, the more your audience sees your brand, the higher chance they are to buy from you.
We’ll take the time to understand your business and objectives before providing a tailored solution that meets your needs.
Book a call with one of our growth specialists now.
About the authors
Molly Sneath
Molly is our PPC & Digital Marketing Specialist.
As well as managing QBD’s marketing activities, she supports multiple clients and projects with her skills in SEO, social media management and Pay-per-click, specifically Google Ads. She also has strong copywriting skills and writes blogs for clients who have a monthly subscription with us.