How to Get Out of Feast or Famine Marketing

Are you stuck in the feast or famine cycle of marketing? The majority of business owners I talk to struggle because they only market their businesses sporadically. They do some marketing and then stop when they get too busy with clients, and then when they encounter a lull they start scrambling to do more marketing and get new clients.

Here are some tips on how to stop Feast or Famine Marketing:

• Make a marketing plan. This sounds like a very simple thing, but many business owners skip this step and market by the seat of their pants. They advertise in whatever publication has a
sales rep. bang on their door, or they simply do the same marketing that they've done in the past.

• Your marketing plan needs to be strategically thought out. You need to determine:

• Who is my ideal client or buyer? If you are marketing to a specific niche you have already figured this out. If not this is a crucial step. You don't want to market to everyone.

• For example, if you are selling B2B, what size company? Are they located in a certain area? How long have they been in business? What associations do they belong to?

• If they are selling directly to consumers, how old are they? Do they have children? Where do they live? What is their income? What activities do they participate in? What kind of car do they drive?

• Look at the top 20% of clients who buy from you now. What characteristics do they share? What products or services do they buy from you?

Take some time to start pulling together a strategic marketing plan, and next week we will look at the next step in stopping the feast or famine marketing cycle.