Business is booming. You have customers coming out of your ears, you have a steady stream of income. In fact, actually doing the work in your business is becoming the problem. You’re short on time or manpower, and have had to start introducing a waiting list or referring other trusted suppliers in your industry to these new leads. You never thought you would say it, but you’re turning work away!

Fabulous place to be in many ways. The income worries are lessened, and you can settle into your groove and get on with the stuff you love doing, for the people you love working with.

Should you ever stop with your marketing activities? Yes, and no. 

Marketing practices are often mentioned during the startup stages of your business. Many of you will have sought advice about how to brand your business, work out who you want to sell to and why they would get the most out of your business rather than a competitor. During this stage, your time spent marketing is focused on attracting buyers and your marketing activities reflect that. You try to establish a name for your business, and work on awareness and visibility. This is when websites are made, logos are designed, flyers are printed, invitations are sent to like a facebook page. Done right, it works. You get the customers in and are one happy bunny.

When you stop marketing your business

So if you deem marketing as promotion, then yes there is a time when you stop. If your goal was to establish your name, get your business off the ground with some customers, you’ve achieved your goal. For example, if you have pushed a product on social media and buyers are using those links through to your website and getting your advertised product, then its promotion worked. Job done.

This push might have had a timeline too. Perhaps a little extra work on visibility and awareness of upcoming events, or the build up to a launch of a new product. In this case, the campaign – the way that you organised what you actually did for this promotion – ends. Marketing decisions you made show you what to do next with this awareness, and these clued-up leads cross over into your customers.  More time spent marketing your business.

Unless you’re removing that item from sale, marketing continues. If you want to continue to work with these customers, and have their loyalty – you’ll need a different goal. Marketing aint a one-time only affair – its way more than only promoting. Elements of marketing seep into customer experience, service delivery and brand reputation. It also has a major impact on your business’s future – informing product development, product positioning and your place in a competitive and ever-changing marketplace. To stay ahead of these changes, you change your goal – but still use marketing. 

Marketing your business – all the time!

Crucially, marketing is used to not only attract customers, but retain them. You wanna hold onto these people that help you pay your bills, right? Instead, take a different tact – rather than sell-sell-sell (stop it!! they’ve already bought it!) you want to keep them engaged, entertained, informed. You want to build on that trust in your business, not wave it away now you’ve been paid. You now have the opportunity to learn from your customers, they provide wonderful insights if you’re prepared to listen. The way you source, review and use that insight? Marketing. 

Is there a right time to be marketing your business? Yup, it’s right now. Or at least, sometime soon – again and again. It’s essential for all businesses, regardless of their success in offering product or service. Without stoking this fire, the flame dies out. Then you’re back to square one, starting over, returning to the drawing board where your logo first took shape. What a waste of time, money… and your ambition.

Want to stay hot stuff in your marketplace? Keep up the good work… and use marketing!