Unless you’re literally hiding under a rock, if you’re in business and have any clients at all, you’re doing something that qualifies as marketing. People tend to fall into two camps: those who are doing more marketing than they realize, and those who are doing less than they think.
Which camp do you fall into?
As an aside, for our purposes we’re defining marketing as getting the word out about your business, it’s services and benefits, to potential customers so that you can have a sales conversation with them and hopefully close the sale. Marketing creates opportunities to have sales conversations.
When thinking about the best way to get new business, it’s often good to remember that contacting a prospect directly can be the most effective tactic. However, this can sometimes seem too scary: the thought of picking up the phone, or meeting someone for coffee, or even sending an email can send a wave of fear through your business heart.
Here are some common fears you might experience when considering reaching out to someone directly:
- They’ll think I’m bothering them.
- I don’t know what to say.
- I’m not a good salesperson.
- I’m an introvert.
- I’m not good with words.
- They won’t remember me.
- I’m not sure how to make an offer.
Being stubborn is a great trait when it comes to marketing your business. The more you can be persistent in your marketing, the better; remember the axiom that OK marketing, done consistently, is better than great marketing, done inconsistently.
To that end, here are five ways to that being persistent in your marketing will benefit you and your business.
It makes marketing easier
Be stubborn about making sure your marketing is a priority, that you’re using the same marketing strategies consistently, and that you have a set result your marketing is trying to achieve.
Sometimes you feel like you can rock your business marketing, really get out there and let the people know about all the great stuff you do. Other times, you may have a harder time of it. Everyone has those days, when even the most modest marketing tasks feel like an effort. That’s where persistence comes in.
Persistence: firm or obstinate continuance in a course of action in spite of difficulty or opposition. (Thank you, Google.)
How do you stay persistent, then? Automation. Habit. Mindset. Accountability.
Even the best marketing doesn’t always pay off quickly. In the lag time between when you launch a marketing campaign for your business and when you start to see results from it, it’s easy to become discouraged. Especially when you work mostly solo, it can be a difficult task to keep yourself motivated about marketing when there isn’t an immediate payoff.
Once your marketing does begin to work, you may still encounter times when it’s hard to keep it going. You may become overloaded with client work and feel like there’s not enough time to market. Sometimes you may feel blue and begin to wonder if any of your efforts are worthwhile. Or it may just be that marketing isn’t your favorite thing to do.
Your business has multiple aspects to it, things that need attention. Some are more important than others, some more fun than others. There’s one bottom line that needs consistent attention no matter what though, and that’s marketing.
Marketing can have vague connotations: does that mean posting fliers, or hiring a consultant? Does it mean going to mixers, or investing in social media? It could mean any or all of these marketing strategies; while it’s important to find the right marketing strategies for you and your business (you can read more about that here), what’s most important is that you do some kind of marketing on a regular basis. If not, your business will soon be in trouble. The question is, what’s the best way to do that?