Question: Right now we have more than enough business, is it really important that we are creating content, being social and continuing our networking effort?
I could see how some readers would immediately be like…”Is this question for real?”
For me, it was the same, but let me tell you something, I have heard this question framed in dozens of ways, hundreds of times. For some reason there are a whole lot business leaders like to turn off the sprinklers every time it drizzles.
When it comes to marketing, I always say there are 2 distinct times that you should turn the volume up. The first is when business is bad. Many companies think that marketing is the first thing they should cut when the real issue is they just need to cut the terrible excuse for marketing they are doing and replace it with an effective effort. The second is when business is good. This is for a few reasons, the most important being continued momentum and the lower stress of investment.
When you think about it, when things are going well and the company is in a growth mode, isn’t this the perfect time to up the ante on your marketing? A lot of companies may see a slight uptick in business, but the companies that explode are the ones that take that slow rolling snowball and give it a push downhill.
This is why focusing on content (to educate), social (to inform and bring awareness) and networking ( to build new relationships) should be at the top of the list during the upswing. After all, why wouldn’t you want to ensure that the business stays on an ascent? If you aren’t marketing, then you are depending a little too much on luck to keep the momentum going and as we all know luck is really the intersection of hard work and preparation.
Is your business turning up the marketing efforts during your growth phases? Are you cutting it when things slow down? Is it time to try a new approach?
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