Do you like rollercoasters?
Some find rollercoasters fun and some loathe the idea of jumping in a tiny carriage, with rickety wheels, waiting for their stomach to be left behind on the dips. Many businesses take the rollercoaster approach to marketing, and it feels like it.
This is the typical pattern – when business is going well, and it’s busy, marketing can get left on the back burner. Either it’s forgotten, business gets too busy or sometimes sneaky thoughts creep in like, “finally! my marketing has paid off and I don’t have to put in much effort anymore (whew!), now I can do all the fun stuff!” But this is what can happen next. Your business starts to go through a quieter period, overheads continue, revenue is dropping and you need to get more business before things start going backwards. Enter panic mode. You start marketing like crazy and try to come up with ideas that will get instant results, you might even start driving prices down or start crazy promotions, not because they were planned and aligned with a marketing strategy, but out of desperation.
Rollercoaster marketing hurts your business, confuses your audience and looks unprofessional. Look at the year ahead, what each season presents in opportunities for your business and work out your marketing strategies, aligning them with a 12-month plan.
Traditionally, some businesses are frantic over the Christmas period, and then the opposite happens during January and partly into February. Instead of pressing the panic button, use these next quieter few weeks to sit down and work out your marketing strategies and create a plan for the next 12 months. Starting rolling out your new plan as the days, weeks and months arrive. Having this in place will keep you focused and on track towards a goal while creating steady, consistent and strong marketing for your business.
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