Every year, and earlier each year, we are inundated with holiday advertising. Bombarded, is probably a better description. Do you think this advertising works? Or, is there so much advertising, that we fog over and don’t hear any of it? Obviously, it works or no one would do it. But, it can be a little overwhelming at times. I saw my first Christmas ad of the year over the summer for K-Mart (I think) and how they brought back layaway this year.
As for marketing, it must continue year round for your business to succeed. If you only market in lean times, you will end up with peaks and valleys in your income. What happens is, people tend to stop marketing when they are busy, so no new business comes to them. Then, there is a period of time with less work. They begin marketing again and things pick up again.
If instead, you market your business steadily, work flow will remain constant. This might sounds silly, but don’t be afraid of having too much work! You can always farm out some of your tasks. Find a virtual assistant. Get someone to return calls for you. Hire a freelancer to do some parts of the job you do not like, or are not your strong suit. Then you can concentrate on what you do best and your business will grow.
Remember, having tons of work is your ultimate goal.
If you truly want to increase your business, get a plan together for what to do when work is plentiful. How will you handle an avalanche of new business? Maybe the part time worker or freelancer who currently puts in a few hours a week, will turn into your full time staff.
Keep on marketing, no matter what the season. You will discover a more consistent work flow and better financial results.