Even when you love marketing, if you’re a single shingle, small business owner or a business with no bench players when it comes to small business marketing, sooner or later, your marketing may come to a grinding halt.
This could happen because there’s a squeakier wheel, business emergency, personal emergency or illness, or – heck – it could happen because you had the nerve to take a vacation.
I’m a one man small business marketing band.
Not just for www.12monthsofmarketing.net and the marketing calendars that I write, but in order to do things like pay pesky bills, right now I also have a “day job.” Like many other entrepreneurs, it puts me in that category of business owners who are simultaneously responsible to build not just one business, but two, as quickly, efficiently and profitably as possible.
In the waning months of 2012, of necessity, my focus had to be on writing and publishing the 2013 marketing calendars:
- 2013 Small Business Marketing Calendar: 12 Ways to Cheat at Marketing
- 2013 Salon and Spa Marketing Calendar: The Art of Attraction
- 2013 Marketing Calendar for Dentists: Word of Mouth
- 2013 Restaurant, Bar and Caterers Marketing Calendar: Marketing Bites
In case you’re keeping count, that’s two more niche or small business marketing calendars than I did the previous year. On top of that, for the first time, I also created digital kindle store versions of each. And all of that, in addition to a full time job.
I’m not saying this to brag, because there are lots of people working more than one job and I’m grateful for the day job I have and all that it’s enabling me to learn about real estate marketing, marketing for loan officers and marketing for construction companies like the regional new home builder I work for.
I’m saying it to let you know that – if you’re a small business owner who would think that 40 hours a week is a “part time job,” I understand. And I’m saying it to apologize, because having to spread myself so thinly precluded other important small business marketing activities like publishing an email newsletter and connecting with friends and fans on Facebook, Google+, Pinterest, LinkedIn and other social networks at the frequency I prefer .
And so here we are, and my own small business marketing has come to a grinding halt. And since I know that this happens to other entrepreneurs, I’m offering this up.
Whatever the reason, rather than throwing in the towel or berating yourself for shortcomings, here’s what to do if your single shingle or small business marketing comes to a grinding halt, and a few things that you can do to make sure it doesn’t, or minimize the impact when it does:
Put your focus where your best small business marketing ROI lies.
- Know where do you get “instant” small business marketing results: Blogging? Social networks? Outbound phone calls, letters, postcards or emails to your best customers with exclusive opportunities? A mailing with a compelling offer and easy-to-do call to action? And do them!
- Have a boring, repetitive small business marketing to do list. That’s one of the beautiful things about the 2013 marketing calendars I publish – it gives you a day-to-day repetitive reminder of things to do. In most cases, it means about 5-10 minutes of tasks that will get you back in the game, or keep you in the game, if you don’t have a lot of time to spend on more time-consuming marketing events or programs.
- Cheat. 12 Ways to Cheat at Marketing lays out a year’s worth of ways that you can give your small business marketing an edge through marketing cheats. Only they’re really not cheats in the negative sense of the word, they’re mostly things that most businesses aren’t bothering to do (but should be) in order to give customers word of mouth marketing fodder (things they will actually tell other people about), differentiate your business from your competitors, and give you short cuts to help you get your business found online, more often.
If your marketing came to a grinding halt, for whatever reason, get back in the game.
Skip right over beating yourself up or assigning blame and do something because action is relieving. To do something is almost always better than to do nothing.
Don’t wait until you have the perfect small business marketing plan, a bag full of genius small business marketing ideas, or even the perfect small business marketing manager, assistant or department.
Get in the small business marketing game.
Doing that, alone, will be enough to put your business in front of most of your competitors. Because if you take a look around, you’ll see that many small business marketing plans are stuck in a rut or haven’t even left the gate. Start small and start smart – but start!
What To Do When You Need – But Can’t Afford – Marketing Help in the Salon or Spa (thesavvystylist.wordpress.com)
My 2015 Small Business Marketing Calendar is available on amazon.com — in print or digital format. It is absolutely packed with marketing inspiration and a working content marketing plan you can use to attract – engage – retain and motivate your customers in the coming year.