.jpg)
Are you feeling stuck in the marketing cycle?
You’re probably here because you’ve found yourself in a common small business conundrum. Maybe your inbox has been buzzing, your schedule jam-packed with client work, and everything feels like it’s running on full throttle. Yet now, as the rush settles, you’re noticing gaps - a slower stream of inquiries, fewer new opportunities, and that nagging feeling of “what’s next?”
It’s a story I hear often: during your busiest periods, marketing takes a back seat. And who can blame you? With so much going on, it’s hard to prioritise lead generation when your plate is already full. But here’s the thing - waiting until you’re quiet to start marketing creates a feast-or-famine cycle that’s tough to escape.
One of the most valuable lessons I’ve learned is that good business isn’t about chasing the immediate sale—it’s about building lasting client relationships. Instead of focusing on winning the work, aim to win the client!
The truth is, the best time to invest in your marketing is when you’re at your busiest. Why? Because that’s when you have the momentum to build connections, nurture potential clients, and set yourself up for long-term success. Not to mention you have cash, too.
What you can do today to jumpstart your marketing
Getting started with marketing doesn’t have to be overwhelming. Here are some simple actions you can take today to begin building momentum:
Audit Your Online Presence: Take 30 minutes to review your website and social media profiles. Update outdated information and ensure your branding is consistent.
Engage Your Audience: Post something relatable or helpful on your social channels. It doesn’t have to be perfect; authenticity goes a long way.
Reconnect With Past Clients: Send a quick email or message to check in. A simple “just thinking of you” note can spark conversations and opportunities you didn't realise you'd have.
Set a Weekly Marketing Goal: Commit to one actionable task each week—whether it’s writing a blog post, scheduling social media posts, or exploring collaborations.
These steps may seem small and basic, but they’re the building blocks of consistent, effective marketing before we go further in.
The right time to invest in marketing: why busy periods matter
When it comes to marketing, many small business owners fall into a common trap: you may focus on lead generation only when things go quiet. It’s an easy mindset to slip into, especially when you’ve been flat out in the final quarter of the year, and now you’re left wondering why January feels so empty - right?! The truth is, the best time to invest in marketing is when you’re at your busiest. Let’s unpack why this is the case and how you can approach marketing in a sustainable way that won't want you to give up!
The wrong mindset: Why marketing often gets overlooked
When business is booming, marketing budgets are often the first to be slashed. After all, why spend money to win new clients when you’re already at full capacity? But this mindset is short-sighted. Effective marketing isn’t just about securing the next sale—it’s about building awareness, staying visible, and creating long-term relationships with potential clients.
Think about it this way: if you stop marketing when you’re busy, you’re cutting off the pipeline that keeps your business afloat during quieter periods. Marketing isn’t just about now; it’s about the future. If you think paying for marketing brings you your next project in your inbox, you're mistaken. That will be you that does that, this is so you can build reputation, awareness and relationships.
Shifting the perspective: Long-term client relationships
One of the most valuable lessons I’ve learned is that good business isn’t about chasing the immediate sale—it’s about building lasting client relationships. Instead of focusing on winning the work, aim to win the client! Even if they’re working with another provider right now, maintaining visibility and forming a connection and a relationship can mean they turn to you when the time is right. Your job is to stay there, be consistent and wait. A very important person once told me that the day I want the sale more than the customer or client, is the day I fight my competition to the bottom of the ocean of price.
By investing in consistent marketing (and branding!), you’re not just filling the top of your funnel; you’re cultivating a network of potential clients who already know and trust your brand. This makes it easier to pick up the phone, start a conversation, and convert those relationships into business when the need arises.
Consider creating content that triggers your ideal client’s pain points and aspirations. Whether it’s through blog posts, email campaigns, or engaging social media, each touchpoint reinforces the connection and keeps your business in their mind. The more you nurture these relationships now, the more likely they’ll be to reach out when they need your expertise. When we do this, never under-estimate the power of branding. Keep your brand consistent - its the difference between selling something for £100 - £400.
Budgeting for marketing: 'Keep It simple, stupid' (and sensible)
Marketing doesn’t have to cost the earth. Sometimes cash flow can be tight, but that doesn’t mean you should ignore marketing altogether. Something Ill always hear in my mind is 'keep it simple, stupid'. Here are some practical tips to keep things manageable:
Start Small: Dedicate a modest percentage of your monthly revenue to marketing. Even 5-10% can make a significant difference over time, ensuring you maintain visibility and engagement. If you're actively pocketing this away, you're one step ahead for any unseen marketing launches you need to do.
Affordable Tools: Tools like Canva Pro (around £100 a year) allow you to create professional-looking graphics quickly and easily. You can batch-produce social media posts, blog graphics, and other visuals that align with your brand, saving time and money. You can use this to build your automations for your website too!
Stick to Your Brand: Use your brand guidelines to maintain a consistent look and feel across all your content. If you don’t have brand guidelines yet, consider investing in a Brand Identity Package to streamline this process and elevate your marketing efforts.
Consistency is Key: Aim for 1-2 simple posts per week. Keep your messaging clear, concise, and aligned with your audience’s needs. Short, impactful messages often perform better than overly complex campaigns.
If you need help developing your branding or crafting a sustainable marketing plan, I can support you with everything from Brand Identity Package to Marketing Strategy. These services are designed to help you create a strong foundation that makes marketing simpler and more effective.
Why busy periods are the best time to market
When you’re busy, marketing might feel like an unnecessary distraction. But this is actually the ideal time to keep your lead generation efforts alive. Here’s why:
Stay top of mind: Even if potential clients aren’t ready to work with you now, consistent marketing ensures your business remains on their radar for when they are. Regular touch-points, such as newsletters or engaging social posts, keep your brand memorable. The more people you catch, the more leads you'll generate and the more clients you'll convert. its that simple.
Build a pipeline for the future: Busy periods won’t last forever. By maintaining visibility, you’ll have a steady stream of leads to turn to during quieter times. A well-maintained pipeline reduces stress and helps you plan future projects with confidence.
Strengthen your brand: Marketing during busy times reinforces your position as a reliable, in-demand business. It sends a message that your services are valuable and sought after, increasing trust and desirability among potential clients.
Making marketing manageable
If the idea of juggling marketing with an already packed schedule feels overwhelming, remember that you don’t have to do it all at once. Here are some steps to make it more manageable:
Plan ahead: Use a simple content calendar to organise your posts and campaigns. This helps you stay consistent without scrambling for ideas at the last minute.
Outsource support: I offer ongoing business support plans to help you stay consistent with your marketing efforts. From creating professional graphics to crafting targeted campaigns, I can take the pressure off and ensure your business stays visible.
Automate where possible: Tools like email automation or pre-scheduled social media posts can save you hours each week while keeping your marketing running smoothly. Focus on the channels where your audience is most active to maximise results. Remember, something like WIX can deal with all your social media on one platform, see What WIX can do.
Conclusion: invest in the future
The key takeaway is this: don’t wait until things go quiet to think about marketing. By setting aside a small, manageable budget and committing to consistent efforts, you can keep your business visible, build strong client relationships, and prepare for whatever comes next.
If budget is super tight, you can absolutely tackle these steps yourself. However, finding the right person to help could save you significant time.
It all comes down to assessing whether your hourly rate is higher than what you’d pay a subcontractor. If it is, outsourcing frees up your time to focus on growing your business. Ask yourself: if you’re spending six hours a week doing this yourself, is it really saving you money? By investing in support, you gain more time to build your business and earn more, creating a shift in perspective that can transform how you work. Spend more, work less—because when you do, your glass ceiling disappears. It's a super hard mindset to adapt to, but once you loose that fear of 'not earning as much' you'll be wondering why you didn't do it sooner.
Ready to get started? Let’s chat about how I can support you with branding, digital presence, marketing strategy, and more. Together, we can create a plan that keeps your business thriving year-round. Visit my services page for more details, or explore how a Brand Identity Package can set the stage for success.
See my packages page for more.
identity | branding | website | Marketing
Comments