Many of my clients claim they do not have time for marketing.Â They market when things get slow. The problem with that is it causes big hills and valleys in their cash flow and work volume.Â When I started my company, I promised I would always market and would never have to tell those guys I worked with before I opened, “I didn’t have time”. How do I do it?
First, I schedule marketing time every week. It is on my calendar before anything else. It can move, and usually does; but at the end of the week I had the full number of marketing hours scheduled as when I started.
I have “those” weeks the same as anyone else. If I see my week filling up, I schedule meals with potential centers of influence or referral sources. Often just getting in front of a referral source can jog their memory on something or give them a reason to think about you. There are 5 breakfasts and 5 lunches in a work week that are great times for marketing!
I know what works and what doesnâ€™t. I couldnâ€™t say that 5 years ago, but I track where every client comes from. I know who referred them or which group they came from or what specifically was on the mailing, etc. I love my spreadsheets and client tracking is one of my favorites.
I market to my current clients. Picking up the phone and calling those people I havenâ€™t spoken with for awhile can generate both new engagements with that client as well as new referrals. I canâ€™t tell you how often I have called someone and had them say they were just looking for someone to solve a problem.
Finally, Iâ€™m committed to it. At the end of the day, if you donâ€™t commit to doing marketing, you just arenâ€™t going to do it. All the scheduling and suggestions in the world arenâ€™t going to get you over that hump. We only change our behavior when what we are doing hurts more than changing so you have to decide not marketing is painful. What is the best way for you to stay engaged with your marketing?