A marketing to-do list for when business is quiet
We’ve all been there at some point. Working flat out for ages, then suddenly there’s very little in the pipeline. So if things have gone quiet, or you find yourself waiting for things from clients before you can get the job finished and have bit of time on your hands, here’s a list of 10 things to to do with your marketing that might rev things up a bit.
There’s nothing startlingly innovative in this list, you already know everything I’m about to say. But hopefully it will act as a prompt. I hope you’ll all say, “Ah, yes. I’ve been meaning to do that for ages.”
Right, let’s dive in.
1. Where does your business come from?
Take an honest look at where all your past sales came from and work out how you got that particular lead. Could you replicate that again? What marketing techniques have worked and what have been dismal? Use that info to make decisions going forward.
2. Write a marketing plan (don’t roll your eyes at me)
Go on, admit it. You’ve never done one have you? So now is the time. I’ve done a simple one-page marketing plan which you can download here.
3. Create a schedule of activities
Be honest about how much you can spend and how much time you have and plan your activities accordingly. So don’t book into 5 networking events next week if you know that you’ll end up cancelling at the last minute. Someone recently introduced me to the idea of committing to 90 minutes a day on your marketing. I’ve tried it myself, it’s amazing what you can achieve if you do it regularly.
4. Revamp all your social media profiles
Beef up your profiles, change the pictures, make sure all the fields are as full as possible. On Linkedin ask people for recommendations. Also, pay special attention to the summary part of your Linked in profile - it’s indexed by Google, so make sure you have some key words in there for what you want to be known for. If you’re not sure what keywords to use, use the Google keyword planner (just put keyword planner into Google and you’ll find it).
5. Ditch the duffers
Work out how much profit you are actually making from each sale or client. If you’re habitually spending more time on something than you’re charging for, it could be time for a bit of a change. The time you’re spending on something that’s not making you any money could be spent on your sales and marketing efforts to get customers with a better profit margin.
6. Create a resource page on your website
Create a page of useful resources for your visitors. Maybe you’ve done some great presentations, so consider putting them on Slideshare, and then put them onto your website. I was with someone the other day who spent time making some great little videos - but never got round to putting them on their website. Dig deep, pull out all that great stuff, and share it with the world. You can also make it things people can only access if you opt-in to your mailing list. Take a look at something like Leadboxes which makes this process very simple, so then you’re building your mailing list.
7. Experiment with Social Media ads
For a small amount of money you can experiment with ads on Facebook, Twitter or Linkedin (depending on what’s appropriate for your market). It gives you the opportunity to drill down into different target markets and niches that maybe you’ve not previously thought of. Give it a try.
8. Do a bit of competitor sleuthing
What are they up to? Have they changed tack recently? I’m not suggesting you start stalking, just keep an eye on what’s going on. Also, look at any changes in the marketplace. Do a bit of Google-storming to get market intelligence on your market sector, buying trends or legislative changes that could have an impact on your bottom line.
9. You know that pile of business cards that’s been kicking around the back of a drawer - that you’ve been meaning to go through for ages?
Well get them out, dust them down, and go through them to see if there’s anyone you want to reconnect with. Your next big order could be sitting in that pile of cards.
10. Make an offer to existing customers
Up-sell, cross-sell - maybe create a package/bundling deal for a limited period. That could bring some short term sales into keep your cash flow flowing.
That’s it. The rest is up to you.