3 ways to develop consistency in your marketing as a small business
Keeping up with marketing is difficult for a lot of small business owners — it takes discipline and like many things that are “good for us” it can be difficult for a lot of us. I can’t be a successful marketer if I only work on it once a month, just like I’ll never be a healthy eater if I only cook a heathy meal once a quarter. I’ll never be in shape if I only work out once a quarter. Marketing is similarly challenging — and as unpleasant for some as these other healthy choices.
But if sheer willpower (or UWTB for the fellow Kurt Vonnegut fans out there) isn’t enough to get your marketing done, here are three tips:
1. Make a schedule for yourself. Whether it’s putting recurring appointments on your calendar, setting email reminders or whatever process makes sense. If you make it a visible priority in your day/week and set deadlines for yourself you’ll find more success than if you just schedule it for “whenever.”
2. If you really can’t find much time during “busy times” to work on marketing, do more when you’re slow. Some businesses get really covered up during some portions of the year and no amount of willpower or scheduling will solve that. Think about what happens to accountants during tax season, for example. Our team has helped CPA firms solve that problem by loading extra tasks in the fall and developing content that won’t be released until spring — when they are too busy to worry about it. If you give your machine enough fuel at the beginning of a trip, you won’t have to fill the tank again for a while.
3. Consider outside help. I realize this sounds self-serving, the marketing professional suggesting that you hire a consultant to help, but hear me out. If you stopped doing your schoolwork when you were a kid, many of us had people who would set us right: parents, teachers, etc. If you want to get in shape, but you’re lazy about getting to the gym, you might consider hiring a personal trainer. Oftentimes we need other people to hold us accountable and regular marketing is no different. Good marketing advisors will do that for their clients and it can be a difference maker.