If business is good, it’s easy to believe you don’t need to market. When you’re busy, you may think you don’t have time to market. If business is bad, you may think you can’t afford to market. But suspending your marketing efforts—for any reason—is a bad idea.
What happens when you stop marketing?
Nothing will happen…for a little while. You’ll coast along, burning the momentum you’ve built up. You’ll save some money, or maybe just reallocate marketing funds to other budgets.
But then…that momentum will slow. Leads will dry up. Word of mouth will quiet. Your reputation will suffer. People will forget you. It may seem like an exaggeration, but it’s not. Marketing is, literally, the practice of building awareness about your company. So whatever you do, don’t stop!
Don’t stop updating your website
Building your website is not a one-time effort. You can’t just “set it and forget it.” Links break. Plugins need to be updated. Content needs to be refreshed or added so that search engines will continue to index your site. New content (blog posts, updates to your news page, etc.) gives visitors a reason to come back to your site.
Don’t stop posting to social media
Social media is an important marketing component because it lets you engage with your audience on their terms. Done properly, it builds trust, credibility and rapport in ways traditional marketing cannot; it lets you be less formal, and more human. (On a related note, social media can be an effective sales tool, as well)
Don’t stop advertising
Promoting your business through advertising, whether digital or in print, allows you to send your marketing message to a targeted audience. Because you pick when and to whom the message goes, you have a level of control over your advertising that you don’t have with a lot of other marketing channels. Why would you want to give that up?
Don’t stop updating your brand
Your brand is a living organism. It’s important to continually reflect on its effectiveness. Is your message still relevant to your current audience? Have your materials gone astray of your brand guidelines? Take stock from time to time, and course correct as needed.