by Terri Eyden on
By Jack LaRue
I've found that marketing is a lot like running. It's better to do a little of it consistently than to try to do too much all at once. If you're out of shape, trying to run ten miles in a single day won't solve your problem. It'll just make you sore and cranky and less likely to get out there tomorrow. On the other hand, a short run a few times a week is much more likely to produce results – and the next day, you can go a little further.
Marketing is the same way. There's nothing you can do to turn around your image overnight. The secret is to do a little at a time, and to do it consistently. In fact it's often more effective to increase the frequency of what you're already doing than to embark on a completely new effort.
A good way to increase the consistency of your marketing is to think about your current efforts. Do you have a firm newsletter or e-newsletter? Do you do any advertising? What about direct mail or e-mail? Public speaking? Webinars? Networking events? Write it all down.
Next, get a calendar. Enter the launch dates of each marketing effort – the dates when your ads run, your e-mail send dates, speaking engagement dates, and the like.
Now, step back and take a look at your new marketing calendar. Do you see any gaps? Any dates where you've got multiple marketing efforts piled up? If so, you may want to think about how to fill in those gaps. You don't necessarily have to think up a new marketing effort. In many cases, it's more effective to simply repeat your existing efforts more frequently.
This is a great way to increase your frequency and consistency. And by running fewer marketing efforts more frequently, you may find that you get better results in less time. Multiple contacts are more effective than any single event.
Remember, improving your marketing effectiveness doesn't always mean trying something totally new. Instead, grab your calendar and see if you can simply do what you're already doing more consistently. Whether you're running a marathon or a marketing campaign, slow and steady wins the race.
Read more marketing articles by Jack LaRue.
About the author:
Jack LaRue is the senior vice president of myPay Solutions at Thomson Reuters Tax & Accounting.
You may like these other stories...
You have a big presentation forthcoming that might enable you to land a huge client for your firm. Are you sufficiently relaxed to be at your best? Let me offer a story and some observations that drive home a crucial point....
Accountants who specialize in forensic and valuation services point to electronic data analysis, or big data, as the most pressing issue they’ll face in the coming months, according to results of a new survey released...
Renaissance avoided more than $6 billion tax, report saysThe Senate Permanent Subcommittee on Investigations said on Monday that a Renaissance Technologies LLC hedge fund’s investors probably avoided more than $6...
Upcoming CPE Webinars
We can’t deny a great divide exists between the expectations and workplace needs of Baby Boomers and Millennials. To create thriving organizational performance, we need to shift the way in which we groom future leaders.
In this presentation Excel expert David Ringstrom, CPA revisits the Excel feature you should be using, but probably aren't. The Table feature offers the ability to both boost the integrity of your spreadsheets, but reduce maintenance as well.
In this session Excel expert David Ringstrom helps beginners get up to speed in Microsoft Excel. However, even experienced Excel users will learn some new tricks, particularly when David discusses under-utilized aspects of Excel.
FRF for SMEs Series--Measurement and Disclosure Principles for various Consolidations and Business Combinations, Part 4B
This webcast will focus on accounting and disclosure policies for various types of consolidations and business combinations.