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...
Remember the old joke about the devil showing a guy around Hell? There were great parties, swimming pools, and sumptuous food. The guy liked what he saw, lived a bad life and went to Hell when he died. Upon arrival the devil...
Hertz withdraws full-year forecast, cites accounting review, challengesRental car company Hertz Global Holdings Inc. said on Tuesday it is withdrawing its full-year financial forecast and expects 2014 results to be “...
Amelia Emmert, a tax manager in Assurance at EY, always had a quiet concern for conservation: taking little steps to make small differences to better the environment, like turning off the lights and "vampire"...
Upcoming CPE Webinars
Meet budgets and client expectations using project management skills geared toward the unique challenges faced by CPAs. Kristen Rampe will share how knowing the keys to structuring and executing a successful project can make the difference between success and repeated failures.
This webcast will include discussions of recently issued, commonly-applicable Accounting Standards Updates for non-public, non-governmental entities.
Excel spreadsheets are often akin to the American Wild West, where users can input anything they want into any worksheet cell. Excel's Data Validation feature allows you to restrict user inputs to selected choices, but there are many nuances to the feature that often trip users up.
In this session we'll discuss the types of technologies and their uses in a small accounting firm office.