There seems to be a common misconception among trainers, consultants, and professional coaches that once you get your online marketing campaigns rolling that it then runs itself. There is never a time where you should be asleep at the wheel. Every online communication channel requires consistent activity and a lull in activity will almost guarantee a lull in results.
Online marketing is like any job. If you stop showing up, you’re not going to get paid. A relative of mine has been running a blog for several months and is just starting to get some traction. He was asking about blogs and how difficult it can be to get off the ground. I commented, “People seem to think once the blog is established that it runs itself. It’s still hard work creating content consistently and maintaining relevancy. And try not writing anything for a short period of time and see your stats fall off a cliff.”
He laughed and said, “It’s funny you say that. I went on vacation for a week, when I checked my analytics my traffic sharply dropped. By the end of the week my daily traffic was only at 25% of where it had been. The numbers didn’t rebound to their previous state for another two and a half weeks.”
We’ve not done strict testing on his numbers but it appears to be a good rule of thumb. If there is a period of inactivity on your online marketing, it will take twice that amount of time to recover. This isn’t just for blogs. It applies across the board to websites, social media, and email marketing.