TOO BUSY FOR MARKETING
I’m just too busy for marketing…
We’ve heard this before, the idea that marketing is for those who need more work. People who sometimes laugh at the thought of marketing when they are just trying to manage the work load they have. They can’t imagine why they would need to keep marketing if they can’t accommodate the work that may come from doing so. On top of that, when you have projects to manage, a business to run and a full plate of personal activities on the go – who has the time?
- Momentum. If your business is like most, there will come a point when it will slow down. In many cases, it will slow way down. It may be the season, the economy, increased competition or developments in technology but regardless the “why” there will likely come a day when you lift your head up and realize you need more work. If you’ve been out of the market for a while, it will take time to gain the momentum you’re likely to need to get the phones ringing. If you choose to start a Facebook page, it will take time to generate likes and garner trust. If you choose to start a blog, it will take time to get subscribers. If you choose to reach out to previous clients, they may not need your services right away. If you wait to market until you absolutely need work – like “I NEED TO PAY MY BILLS RIGHT NOW” kind of need work, you will be adding extra anxiety, time and money to your already full plate.
- Consistency. There’s a reason why companies as ginormous as Coca-Cola continue to market, even though it’s safe to say they already have pretty solid brand recognition. They understand that to be number one and secure their position they have to remain relevant. If they get comfortable and stop innovating then competitors have the opportunity to gain the edge. And while most of us aren’t (yet) running companies as gargantuan as Coca Cola, we can all take a lesson from this. Don’t get comfortable. Hold your position. Remind the market that you’re in business. Remind them that you’re the best at what you do and that you’re still very much relevant. Secure the future of your business by always ensuring you will have more than enough work. Worst case, you have to turn a client away and if you’re good enough at what you do, this isn’t always bad. People want to go to the restaurant that’s hard to get into. They just make reservations well in advance. People put their kids on waiting lists for years to get into the best daycare centres. Saying no isn’t the worst thing that can happen.
- Top of mind. Marketing isn’t just about getting in front of the people who need your service in that very moment – although it’s nice when that happens. It’s also about coming to their mind first when they need your services down the road or when their networks ask them for a recommendation. Consistent marketing helps keep your business top of mind and keeps people thinking of you not just today, but in the long-term.
Marketing is for now and later. There’s no start and stop. It’s food, not medicine.
Don’t back burner your marketing! Keep your business strong and thriving long-term by investing in your reputation today.