If you’ve been in business for a while, you know that there are always ups and downs. Sometimes there aren’t enough hours in the day to get your work done, and other times you worry about paying your bills.
But smart business owners know, that no matter what – in good times and bad – you Never…Stop…Marketing.
When you always have a marketing plan in place that’s being executed on a consistent basis, then it begins to act as insurance against the “downturns”. When your marketing is filling the pipeline, then you can use other strategies to manage the work – hire a virtual assistant, part-time/seasonal help, sub-contractors, etc. that can be brought in as-needed and allows you to accept the work that comes in when you’re marketing during “good times” rather than cutting off marketing to slow down the flow of new work.
But – how do you market your business when you’re REALLY busy?
If you only have a limited amount of time to market your company on your own, make sure you’re at least doing these 3 things.
1) Building your Buyer Personas – having well-developed Buyer Personas will serve you well throughout the year – and the great news is, while they may take some time to develop, once they’re in place they really don’t change. Your Buyer Personas are the foundation upon which you build all of your other marketing – social media, email marketing, social voice development, etc.
2) Managing Social Media – if you have a social media account that you haven’t updated in 2 months or more, either take it down or start posting updates. A ghost town on a social media site hurts your brand – and may even give the impression that you’re no longer in business. You don’t necessarily have to spend hours updating various platforms every week, but take a look at your Buyer Personas (once you’ve developed them), see where they hang out online, and focus only on those social media platforms. Keep in mind that some channels are hungrier for new content than others – but again, if you’re pressed for time, just make sure you don’t abandon an open social media channel.
3) Collecting leads on your site – if really doesn’t matter the type of business you’re in – when you “own” the email address or phone number of a visitor/potential customer then you “own” the conversation. If everything you do is on Facebook, then you’re beholden to the whims of Facebook. (Did you know less than 1% of all organic/free posts on Facebook are ever seen? That wasn’t always the case….) But when you can engage your visitor/customers via email with targeted, relevant information, then you can develop a relationship with that person that will lead to a sale, referral, etc. Also, you won’t need to always convert to a sale in those 10-20 seconds that a customer first come to your website. (Note: Once you have those leads, make sure you keep them warm with ongoing email communications filled with information they care about.)
Marketing is always important – don’t wait until business is down (which is usually when most business owners have time to think about it) and you don’t have the budget to pay for marketing. When you never stop marketing, then it becomes an integral part of doing business.