Lately, it seems I’m in Groundhog Day, you know that movie where Bill Murray keeps repeating the same day over and over again?
Only my version goes something like this: “My business has dried up and I’m freaking out. Can you help?”
Usually I find the business in question had one source of marketing that stopped working.
For example, there’s the contractor who relied on referrals from one decorator. She kept him humming along until she retired. Now he doesn’t know where to start.
Then, there was the service provider who relied on Google Adwords to send her website leads. When Google changed it’s algorithm (again!) her business dried up.
The list goes on.
What all of these businesses have in common is that they have no marketing plan, no marketing tactics and a tendency to put all their eggs in the same basket.
This can be fine for awhile. Maybe even for years.
However, the day will come when the basket rips and you’re left trying to scrape business from the fibers. It might happen gradually, it might be swift but the only way to protect yourself is to have a marketing plan that includes more than one method.
Earlier in the month I put together a sample marketing calendar. You can see it here.
Pick 3-4 elements you feel you are willing to implement this year and start. Do something marketing related every day. It can be sending an email, calling someone or something more involved. Some days your task might be 5 minutes and other days require more time.
What marketing activities are you putting into play in 2014? I’d love to hear in the comments below.
