In 2021, marketing your business is not a luxury. It is a necessity.
This has been true for quite some time now. However, as the world emerges from the COVID-19 pandemic and we all try to get back to “normal”, recognizing that you have to find ways to effectively and efficiently promote yourself and your business is increasingly more important.
The competition for the hearts and minds of your customers is fierce. Businesses of all sizes will be working overtime trying to recoup some of the lost revenue of the last year plus.
Not to mention the plethora of streaming services with an endless array of entertainment options.
You can no longer hope that someone will just “stumble” across your business or relying solely on word of mouth is dangerous. If you wish to succeed and grow in a post-COVID world, then marketing needs to become an essential part of your business activities.
We can hear your objections:
- There is not enough time
- Takes up too much energy
- We do not have the money
Limited resources is a valid concern, but it should not completely stop you. Rather it should force you to become smarter about marketing your business.
You can do this by creating a process for marketing your business on a regular basis. Let’s examine the steps you can take to develop your own approach to marketing.
Set Yourself Up For Success
The first step to creating an effective marketing process is to set yourself up for success. This means doing a few things:
- Schedule time to regularly work on marketing and developing content. This can be every week or every other week, but it needs to be in your calendar.
- Gather and organize all needed resources. This can range from a pen and notepad for brainstorming to a tripod and camera for developing video content.
- Set aside an area to work. This can be your desk or place to record videos.
The goal should be to allow yourself time and energy to focus on marketing by not having to scramble to get everything setup. If all your resources are properly organized and you schedule the time to work on marketing, then you will be able to focus on the important marketing-related tasks.
Be Ready For Trial and Error
As you develop a process for creating content, be ready for some trial and error as you find out what works best for you. For example we used to draft a weekly and record the corresponding video at the same time with the rationale being that creating related pieces of content close together would make the video and blog flow better.
While that was true in some sense, this was inefficient. What we found works best for us is to batch all the types of content. We record all our monthly videos on one day and then edit the next day. Then we draft the blogs over a couples of days, referring to the videos if needed. This allows us to work much more efficiently, while still ensuring the different pieces of content work well together.
You will likely experience something similar as you create your own marketing process.
Make It Sustainable
As you create a process for marketing your business, you want to make it as simple as possible while remaining effective. You want a process that you can do every week or every other week.
If you find yourself saying “This takes too long” or “This is too complicated”, then you may have to go back and simplify the process.
Also. as you grow your business and hire people, you will want to delegate marketing to either a new marketing manager or a new employee.
You will want them to easily be able to take over the process. Make sure that whatever process you develop is one that is able to be passed on to someone else.
Stay Persistent and Positive
This is an important one. Marketing your business can be tough, especially is you are just getting started. It takes time to gain traction and the rewards are not always evident at first glance.
It can be easy to get frustrated and stop. That would be bad. You need to stay persistent and positive. Keep in mind what you are trying to accomplish and know that the road to success is supposed to have some bumps and be difficult. Otherwise, everyone would be doing it.
If you focus on your goal and keep working on it, then you will eventually get to where you need to be.
Evolve As You Go
It is important to keep in mind that your process should not be written in stone. As your business, industry, and even society evolves you will need to make changes to keep up. What works today and this year, may not work two years down the road.
Always be willing to take input and make necessary changes to improve how you promote yourself and your business. The goal is not just to have a marketing process, but a marketing process that allows you to promote yourself and your business is the most effective and efficient manner.
Marketing your business takes a combination of time, energy, and money. For your business to be successful you need to find a way to effectively utilize these resources to promote yourself. Developing a process will allow you to see the big picture while ensuring that the day-to-day marketing tasks are completely in a timely and effective manner.