Stop Ghosting Your Customers: The Case for Consistent Marketing

If I hear one more founder say, “I feel bad I’m not posting,” I might scream. Spoiler: you’ll never magically “have time.” You make time by systemizing it — just like you did with production or inventory. Marketing is no different.

Let’s be honest: most business owners don’t mean to ghost their customers. But one day you’re posting on Instagram every morning, the next you’re knee-deep in a last-minute client request. Suddenly, weeks go by. Crickets on social. Silence in the online shop. Your customers wonder: Why is my inbox empty? Are they still in business?Are they still around? Should I go somewhere else?

I get it. Life as a founder is messy. You’re wearing six different hats before lunch, and “write email campaign” rarely makes it to the top of the to-do list. 

But here’s the truth: inconsistent marketing doesn’t just slow your growth — it erodes trust. And once trust is gone, sales follow.

Why Consistency Matters More Than “Perfect”

Forget the polished, magazine-level content you think you need. Your audience doesn’t need perfect. They need predictable. Consistency signals reliability — the very thing people want in a product or service. If you can’t show up in their feed or inbox regularly, they’ll wonder how you’ll show up when it really counts (like delivering the order they just placed).

Think of marketing like a friendship. If your friend only texts you once every six months — and only when they need something — you probably don’t feel very close. That’s what your customers feel when you pop in and out of their world.

What You Can Do (Without Losing Your Mind)

• Pick a cadence you can actually stick to. Once a week beats three posts a day for a month and then silence.

• Batch it. Sit down once a month, write four short posts or two emails, and schedule them. Done. You’ll have something already set up for when those busy days pop in.

• Repurpose. Your blog post can become an email, which can become three social posts. One piece of content, multiple touchpoints. Customers and clients need to see info in a few places to remember it anyway.

• Use themes. “Tip Tuesdays” or “Behind-the-Scenes Fridays” make it easier for you to brainstorm on a regular AND easier for your audience to remember.

The Bottom Line

Consistency doesn’t mean being everywhere, all the time. It means showing up where it matters, regularly enough to stay top of mind. Ghosting your customers isn’t just bad manners — it’s bad business.

Want help building a marketing system you’ll actually stick to?

Try my Business Health Quiz here. It’s a quick quiz that uncovers where you’re stuck and so you can work on a strategy that won’t burn you out.