Think of it from the customers perspective. Consumers need to see various touch points before they feel comfortable in working with a business. For example, they see you in the local magazine for months, maybe during your quiet months, when YOU think you need to advertise. Your season picks up, you are busy, you stop advertising. That potential customer who saw your ad a few months ago, may now think you are out of business. Your facebook page hasn't been updated in months, it looks dated and out of touch. Your best friend[s] who have been sharing word of mouth recommendations are no longer around. Circumstances change, but the long term success of your business should be brought about from a mix of marketing activity. Strategically placed flyers that were once left in in high footfall areas, are no longr being seen. Never keep your eggs in one basket. The goal of marketing is to stand out and be noticed, online and off. So while you are busy being busy, you need to keep attracting potential customers.
Having work, bookings or sales on the calendar is brilliant, but don't turn off the enquiry tap. Think of how you got that work, it came from somewhere. Was it as a result of a flyer? Did they see your advert in a magazine? Did they visit your Facebook page? Were you recommended? Know where your customers came from, so you can prepare for more! Easier said than done when you are already wearing many hats as a business owner right?? And where possible, ring fence some of that hard earned income for future marketing. It is appreciated that some business regimes, particularly here in France, such as the micro-entreprise can be challenging, as you cannot offset expenses [but you do get an abatement on your self employed tax form].
“Marketing is not a function, it is the whole business seen from the customer's point of view” - Peter F Drucker
Marketing momentum is necessary for all businesses, both large and small, even when you are busy. Much better to carve out small pieces of time for marketing during busy times, than it is to spend large chunks of time and money when the work is running dry. Continuity helps customers of the past, present, and future see that you are still there.
Are you experiencing high work volume? Have you turned off the enquiry tap? Is your business still being seen? Share your thoughts.