I notice that many business owners treat marketing like something that can be turned on and off. I see this happen, especially when the economy is softening. The key indicator is that I get unbelievably busy because businesses decide they probably should market to either find new customers, or increase existing customer spending.

Effective marketing is not an activity to be done only when things get quiet. It should be constantly happening in your business. Marketing needs to keep your business top of mind to your current customers and new prospects.

In addition, stopping and starting marketing interrupts the process. Marketing takes time to take effect, and when you shut something down, it is really hard to kick it back up. Plus stopping and starting marketing doesn’t give you enough data to know whether something is working or not. The key is to put a marketing effort in motion and let it run, evaluating the outcome and tweaking the tactics when need be. Starting and stopping marketing activities is guaranteed to give you less than stellar results.

Contact us to discuss our marketing strategy options in more detail.