Keeping up the marketing momentum

By: Candice Edye, www.themarketingcoach.com.au

Marketing is a bit like a fitness regime, you need to keep at it to see the long-term benefits. But how do you keep yourself motivated when your efforts don't always show immediate results?

Firstly, weigh up the costs of implementing a marketing plan versus not implementing one. At the one end of an imaginary scale, list all the costs associated with your marketing plan. At the other end of the scale list all the costs associated with doing nothing. In which direction does the scale tip?

Next, think of what a marketing orientation will mean for your business. Adopting a customer focus and profiting through their satisfaction will:

• Ensure you develop products and services that your market actually wants
• Develop a pricing structure that your market is prepared to pay
• Be able to anticipate changing customer needs and be first to market with innovative products
• Save money by advertising in places that your target market frequents
• Design an effective distribution channel to meet your customers where they like to shop

To keep motivated to stick to your marketing plan, anticipate the rewards for your business. Visualize how you will feel when you've reached your goals. Anticipating your success is enough to get you to take baby steps and the rewards you get after taking those initial steps will be enough to motivate you to take additional steps. Remember, nothing motivates like success.

Once you've had some success you can't just sit back. You need to keep up the momentum. Add marketing to your daily habits. Marketing needs to feature on your "to do" list every day, whether it's sending out a media release or following up a complaint.

Repetition builds marketing muscle. Getting your brand out there amongst your customers builds brand familiarity. Keep a record of the number of times customers mention they saw your advert or logo and you will be motivated by the improvements you see.

Monitoring your progress can build your motivation and makes your daily marketing habit easier to maintain.

If you don't make marketing one of your daily habits, there will be fewer rewards, and, therefore, less motivation. Don't get caught in that spiral.