Do you find that it’s difficult to remain committed to marketing? Many business owners struggle in this area. I know that I do from time to time.
Here’s how it plays out in my world. When I’m really busy, I reduce my marketing. It’s a function of my time. I don’t have a huge staff. Marketing requires my time and I only have some much time. But, there’s more to it than just the time element.
When I have lots of work, I’m less motivated to commit time to marketing because I’m not hungry. On the contrary, I’m often too busy, concerned about meeting all of my client’s expectations. Why add more fuel to the fire when the fire is burning just fine? That’s the psychological element.
When I combine the time element and the psychological element and I can convince myself that my time and money is not well spent on marketing during these times of peak activity. However, this is not clear thinking. Let me explain.
The effects of marketing usually are delayed. Marketing activities today will not likely produce sales tomorrow. Instead, today’s marketing activities are measured over the next weeks and months. Because of this, if I only market my services when I’m slow, I’m actually creating a feast or famine situation, exactly what I want to avoid. If I continue to invest in marketing even when I’m busy, the results will help fill in the slow times.
The other reality of marketing is that it is much more effective when it’s consistent. Marketing that starts and stops is less effective. Developing trust and a solid brand image requires ongoing investment and support. If I were to stop marketing during busy times, I’d have to start over to some degree. This is not smart or effective.
The optimal solution is to remain committed to marketing regardless of how slow or busy we are. We should make these commitments when we craft our strategic and marketing plans.
My fears that I’m going to be buried in an avalanche of work if I continue to market when I’m already very busy are unfounded. The result of higher demand for my services would not that I would crumble. The result would be that I would be choosier about what work I accept. I may even raise my prices or find ways to be more productive. I may hire people to help me. What a terrible position to be in!
What about you? Are you committed to marketing? Or do you only think about marketing when business slow? Are you creating the feast or famine world that you actually wish to avoid? More importantly, what are you going to do about?
If you need help in this area, call us. We can help. We are part of the team. What is it costing you not to have us on your team?
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