Watch this week’s Duct Tape and Popsicle Sticks video: “When should you launch a marketing campaign?”

During the pandemic, we’ve gotten a number of questions about how and when is the best time to market their business. While several industries thrived during the pandemic, ie, swimming pools, bicycles, motorcycles, RV’s, pets, among others, many industries struggled to stay afloat, especially restaurants. If you are lucky enough to be in one of the industries that’s thriving, good for you. Keep it up. We simply want you to be aware that since your business is thriving now, you are not exempt from the need to market your business. But we’ve gotten a common question over the past year…”when is the best time to market my business”?

Regarding when should you be marketing your business, the short answer is “now”! You should always be communicating with your target audience with meaningful messages, delivered in an efficient way, that gets them to take some sort of action.

That being said, many businesses have fallen into a “bubble” or a sense of “I’ve got this” while their business has been booming. Even prior to the pandemic, we’ve witnessed this dozens of times. A business will be thriving and therefore, they let their marketing efforts fall by the wayside. Or we’ll hear “we’re too busy to market and we can’t really handle more business anyway”. A lot of contractors have fallen into this trap. People often get a sense that if their business is booming, they don’t need to worry about marketing and communicating with their target audience. This is mostly a huge mistake. It often leads to a roller coaster ride, a boom and bust period. For example, RV sales are booming now. But in a year, the market will be saturated, and sales will fall flat. What will the RV dealers and manufacturers do then?

The truth of the matter is the best time to market your business is when you are doing well.

There are several reasons for this:

• When you’re doing well, you don’t need to scramble or take on clients that you shouldn’t. You can be thoughtful and analytical with your marketing.
• When you have enough money to put out a good marketing campaign. When you’re desperate for money but need solid marketing, it’s usually a massive challenge for a business owner to figure out how to get it done.
• Finally, marketing when things are going well will help ensure a steady flow of new customers to your business.

Please don’t fall into the belief that just because things are going well, you don’t need to market your business.

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E Circle Marketing is a digital marketing agency in Manchester, CT that offers a variety of digital marketing services to small businesses