Marketing – The Long Game: Building Sustainable Success
One recurring theme I often hear from small business owners is, "I don't need marketing right now—I'm busy. Why should I bother?" This is a short-sighted approach that can lead to distress when you eventually do need it. If you think of marketing as a "get-business-quick" strategy, you're bound to be disappointed unless you have substantial resources to throw at it.
Good marketing begins well in advance of when you need the business. It's not something you do just when you're slow; it's a year-round commitment. Think of the big brands—McDonald's, Burger King, Walmart—they don’t market year-round because they're desperate for business. They do it so that when you need what they offer, you think of them first. That’s the key to effective marketing: staying top of mind for when your customers need your service or product.
For example, if you run a tree service company, you're not marketing for today. You're marketing for the future. Not everyone needs a tree service right now, but when they do, you want them to think of you. The only way to ensure that happens is to keep your brand visible consistently, even when you're swamped with work. This helps you maintain a steady stream of clients during slow periods because they will remember you when the time comes.
Marketing is all about name recognition. Not everyone needs your product or service at this exact moment. Think about it: do you need a tree guy right now? Or someone to do your taxes? Probably not. But when you do, where will you look? Google? Facebook? Ask a friend for a referral? Typically, when someone gives you a recommendation, you check out that company’s online presence to see if they’re legitimate. This is where all your marketing efforts come together—you want to be the name people recognize and trust when they need what you offer.
Unfortunately, many small businesses overlook this and think, "I don't need marketing now because I'm busy." But trust me—there will come a slow period, and when that time comes, you want your brand to already be top of mind.
Marketing is a long game.
Think of it like working out. At first, you won't see results. You have to chip away at it, day in and day out, to build momentum and growth. The same is true for marketing. It's not a quick fix; it's something you invest in consistently. Over time, you'll see the results, and to maintain those results, you have to keep at it. Just like with exercise, if you reach your peak and stop, you lose progress. Marketing works the same way—you nurture it, grow it, and when you reach success, you continue adjusting and maintaining your efforts to stay at the top.
