You are probably forging it too slowly, and/or hitting it not hard enough.
Moving the iron will heat it somewhat even with a hammer, and forging you can actually see the red metal go to bright orange for a moment where you hit it.
Witha power hammer you can actually heat up the metal this way, keeping it hot while you forge it.
I once tried to hit the metal as quick and hard as I could and could keep it to a red heat for about three times as much as it would have kept the same color just sitting on the anvil.
Obviously this is NOT the way to forge, nor the objective of forging, which is to get the cleaner, more accurate shape you can get.
Another common mistake is taking the steel out of the fire, set it on the anvil and then think about what to do with it.
DON'T.
Think while the steel is in the fire, and as soon as it's on the anvil, hit it.
Contact with the anvil draws heat. If you have to stop, don't leave the steel on the anvil.
So:
1) Think in the fire, forge on the anvil.
2) Hit without hesitation, but work only as quick as you can land precise, accurate hammer blows on the piece.
You can see experienced smiths work with incredible speed, but if you actually look at how they hammer, you'll see they don't keep a high rythm. It's just that they do exactly the work they want with each blow, and don fuss around between a blow and another.
They aren't good because they are fast. They are fast because they are good. So, try to learn to strike accurately and with the required force. Speed will come by itself with time.
3) Let the fire do your work, not the hammer. Shaping very hot metal is easier and faster than shaping cold metal. Bringing red hot iron to bright orange requires much less time that bringing black iron to bright orange.
For 5 seconds of more hammering, you are paying entire minutes more in the forge, with the blast up, eating coal uselessly.
When you drop at a red heat, return the iron in the forge.
You'll also save sad breaking of the piece when working with high carbon steel.
Remember: it's called FORGING not HAMMERING, because it's the heat of the forge that works for you.

The hammer is just the tool with which you direct the work.