Making Marketing a Priority

Making Marketing a Priority

There comes a time in every business’ life that the owner or principal has to start making hard choices.  Do you do the bookkeeping or go out and sell another six refrigerators today?  They both have to be done, but you only have so much time to work with.  You haven’t totally given up sleeping yet, but you feel like that might be coming next.  There’s no single answer for these predicaments, but there is one thing you should forever keep in mind: you have to make time for marketing.

Why Continuous Marketing Matters

It doesn’t matter if you sell shoes or build bridges, your marketing machine has to keep going, rain or shine, just like a postal carrier.  Of course, this is an incredible challenge when you’re also onboarding new clients because of said marketing.  It’s a hard line to walk, to be sure.  That means blogs have to be maintained, social media socialized with, mailers and digital newsletters sent out on a schedule and retargeting messages retargeting, all in a delicately choreographed dance.  This is why:

You ensure a more steady flow of customers.  When your marketing is stop and go, your customer flow will be, too.  And while that’s not the worst thing ever, a much more even distribution of new customers to old ones makes life easier for you and your employees.  Forget feast or famine and focus instead on having a moderate meal every day.

Your brand awareness grows.  The more consistently your message is applied, the more people notice it.  Even with local marketing, you can become a household name with just persistence and a solid service or product offering.

You improve your ROI.  Potentially spending more money on marketing feels like the opposite of improving your ROI, but when you consistently apply that message and flash your brand around, you tell the world you can be trusted to be there when you’re needed.  Stopping and going may give the impression that you’re new to the scene, overworked, understaffed or simply unprofessional.  Plus, the more you appear in front of potential leads, the more likely they are to buy.

Finding More Hours in Your Day

There’s an old business adage that essentially says that you get 80 percent of your income from 20 percent of your activity.  It could be argued that this is totally wrong, because everything you do for your company is a step necessary to get that income.  You do the books so you can pay your people so they’ll sell your toasters.  You design marketing to let the public know you have something awesome for sale, then they come and buy it.  It’s all layers building on themselves.  Anything you do for your company has the potential to generate income, provided you don’t get bogged down in it.

The problem, really, is that you can’t possibly do everything you have to do in a day under your current setup, including keeping the marketing wheel spinning.  When you reach this point in your company’s life, it’s not a bad thing, but boy does it feel that way.  Lucky for you, In The Cloud has some tips for cramming more into that limited span.

Begin your day by organizing.  If you start every day by organizing your tasks, you can lump similar jobs together to improve your efficiency.  Need to send some emails, write a blog and also count inventory?  Do the computer stuff first, then move on to the warehouse.  Let your brain focus on one task at a time.  Multiple studies on multitasking show that it can actually slow down your productivity.

Set realistic expectations.  You are more than forgiving when your employees overestimate what they can do in a day and need more time, but you don’t allow yourself the same leeway.  That’s pretty unfair, but if you’re just that way it’s time to set more realistic expectations for your day.  Is it likely that you’ll be dragged away from what you’re doing for some amount of time because it’s a Thursday?  Block out time for that.  Does it usually take you about two hours to do payroll?  Give yourself two and a half hours in case things slide sideways.

Consider hiring experts.  Obviously, In The Cloud would love to do your marketing, but that’s far from the only thing you can outsource.  Telephone help is available from companies with US call centers, bookkeeping from your friendly neighborhood bookkeeper.  You may be surprised how much you can actually outsource to high quality companies based in your own time zone, freeing you up for other tasks.

Your marketing matters, more than you might imagine.  It’s literally the first impression most people will get of your business, so it has to be a high priority for you and your team.  Whether you keep it in house or partner with a marketing company, staying on top of that brand image will lead to great things.