Lie #137 When You Get Busy, Stop Marketing

Posted by David Chism | Thu, May 17, 2012

 Lie #137 When You Get Busy, Stop Marketing
Run­ning a small busi­ness is a lit­tle like farm­ing. How so, you ask? It’s about plant­i­ng now to har­vest lat­er. The time to plant isn’t when you’re hun­gry, but weeks or months in advance! There are many traps that we can fall into that hurt busi­ness. One com­mon snare is the idea that when you are busy you can cut back on mar­ket­ing efforts. Your day­timer is over­full, your crews are busy, and you don’t feel a press­ing need to mar­ket, so you don’t. I see the results of this in the slow sea­son; from Decem­ber through Feb­ru­ary, I get numer­ous calls say­ing, David, help! My phone isn’t ring­ing!” A well-run busi­ness knows the impor­tance of con­sis­tent mar­ket­ing. While it is pru­dent to increase or decrease your mar­ket­ing accord­ing to need, it is impor­tant to keep your brand in people’s con­scious­ness. I have recent­ly received a num­ber of leads from con­trac­tors who want my help, and I’ve had good con­ver­sa­tions with them, but then I don’t hear back. Why? They are busy now, the phone is ring­ing and times are great. Sev­er­al have asked me to call them back lat­er when things set­tle down. The prob­lem is, when things set­tle down it might be too late! Con­tin­ue to Brand Your Business My advice is to main­tain your brand through con­sis­tent mar­ket­ing. Cre­ate a mar­ket­ing sched­ule and cal­en­dar, then assign who will be respon­si­ble for each task through­out the year. For exam­ple, if you want to do email mar­ket­ing, decide if you are going to do it month­ly, quar­ter­ly or 6x a year. Then, put it on a cal­en­dar, assign the task to some­one in your com­pa­ny or out­source it and don’t devi­ate. Stick to your plan. Imple­men­ta­tion is one of the oth­er main rea­sons busi­ness­es stop mar­ket­ing. They don’t have any­one keep­ing them on track, so they put things on hold. Steer the mar­ket­ing ship through all four sea­sons of your busi­ness year, no mat­ter what you encounter. Don’t go off course or get dis­tract­ed when you are stay­ing busy. Brand­ing your busi­ness takes time and patience. Kind­of like farming!

About David Chism

David Chism started his business out of a passion for helping small contracting businesses grow, be more profitable and become better known to their target clients. One lifelong hobby of David is using techie gadgets. So this blog is a place where he writes about technology, marketing ideas, just for fun (humor), personal thoughts on small business and more.


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