If I’ve learned only one thing over the past few years, it’s to never, EVER stop marketing. And let me tell you … I learned it the hard way.
I’ll be brutally honest with you about how detrimental “not marketing” can be to your business, because I don’t want it to ever happen to you!
A few years ago, I had some pretty scary medical issues that resulted in me being hospitalized for a couple of weeks. So scary, that after I was discharged and sent home to recover, I realized I’d had a big shift in my priorities. Here I was, in my 60’s, with a husband, kids and a granddaughter I really wanted to continue spending time with. The shift in my priorities was so big, my brain immediately went into “retirement” mode, and … whether I realized it or not at the time, I quit marketing.
Yep … I broke one of my cardinal rules. Never. Ever. Stop. Marketing.
Sure, I still had my website, I still did the weekly marketing tip for my newsletter, and wrote my one obligatory blog post each week. I even told a few people about my business. But that was it. Other than chit-chatting with friends, family, and colleagues … mostly about non-business things on Facebook, I was pretty non-existent on social media. I wasn’t active on Twitter or LinkedIn or Instagram or Pinterest. I didn’t network and I attended no events. Like I said, I stopped marketing. This went on for almost a year before I finally drug my silly brain out of retirement and got back in the game. Unfortunately, it was almost too late.
I probably don’t have to tell you how it impacted my business; but after almost a year of not doing any marketing, my very healthy business with a full client load and LOTS of billable hours became a very unhealthy business with very few billable hours. Not only was I not actively marketing my business to bring in new clients, but my referral sources were drying up, and client attrition set in. I was in trouble.Actively marketing your business isn't a choice. It's a necessity!
So … when I finally got my head out of my you know what, and realized the shape my business was in, I set my pedal to the metal and got back in the marketing game. I pulled out all the stops. I continued to do my weekly tip newsletter (but started promoting it again!), started blogging five times a week (now I’m consistent at three times a week and promote my posts across my social media channels), and made a focused effort to become visible on social media. I worked my little tush off to post consistently on both my Facebook Page and Profile, LinkedIn and Twitter. I even started posting to Instagram and Pinterest (I use a scheduler, so it didn’t take a lot of extra time to be seen on two additional platforms.). I also started repurposing my blog posts as LinkedIn articles, on Medium and Triberr. And … I started networking again and sponsoring live events. As I said, I worked my little tush off to get back out there so I was visible again.
The thing is, it’s not as easy to re-build visibility, as it is to lose it. It took me about two and a half long years of diligent, consistent marketing efforts to get my business back to where it was before my brain fart. Because that’s really what it was.
Now, more than three years later, my business is back to where it was before. It’s healthy, it’s thriving, and I’m back in full swing.
So what’s the moral to my story?
The moral to my story is to never, ever, EVER stop marketing. You market in the lean times. You market in the fat times. You market when you feel like it. You market when you don’t. You market when you need clients, and you market when you have a full client load. Simply put, you market your business all of the time. If you aren’t taking on any new clients … that’s what a waiting list is for. If you don’t know how to market your business or don’t have time, you delegate your marketing tasks and pay someone else to do it for you.No marketing = no clients = no business!
Why? Because if you don’t market your business, you won’t get new clients. Referral sources are not unending, and the lives and businesses of your existing clients may change over time.
No marketing = no clients = no business.
Don’t suffer and pay the high price I paid because I made the mistake of not marketing my business. (You know … the cobbler whose children have no shoes 😉 )If you aren’t marketing your business, why not? If you don’t know how or are too overwhelmed, let us know … it’s what we do and we can help.
Don’t wait until your business has dried up. The time is now.
In business since 1991, Terry Green is the founder/CEO/President of BizEase Support Solutions, an American-based, online marketing support company comprised of a team of talented professionals from around North America. BizEase excels at providing speakers and business coaches worldwide with seamless online marketing solutions, from setting up ecommerce solutions, membership sites, web design and maintenance, to writing blog posts and managing Social Media and PR campaigns. BizEase clients (who span five continents) take great joy in allowing the BizEase team to take care of the details so they can get back to doing what they do best! Click here to get our bi-weekly tips ezine delivered to your inbox every other Friday, with tips on plugins, apps, and tools to make you more productive today!