Too many businesses practice random acts of marketing. They hear that Facebook advertising
is working well for a business owner they know, so they try it. When that fails (which it often does, because they do not understand why it worked for another business), they move on to a new tactic without ever having a strategy behind their actions. That makes it difficult to be consistent.
If you have a marketing plan in place, and clear reasons why you are taking specific actions, it is much easier to remain consistent. However, that is not always enough. Once you have a marketing plan in place, it is often more effective to delegate the regular work to someone else. That can be someone within your organization or an outside consultant. The point is to make it one of their regular tasks, so that it gets done on a consistent basis.
This is from a whitepaper I recently put together. You can get the full whitepaper here.