Why Marketing Consistently Is Especially Important in 2019
Confession: Even though I am a copywriter and marketer, when it comes to my own business, I too have difficulty marketing consistently. In fact, these last few years have been extremely difficult on that front.
Work has been flying my way – for which I am thankful – but as a result, I became less of an entrepreneur and more of a technician (a reference to The E-Myth Revisited by Michael Gerber). I am sure many of you can relate, and my intention for 2019 is to make that hamster wheel stop.
Marketing Consistently Is Important
While these last five years have been some of the best for the industry, predictions for remodeling in 2019 note that consumer spending will be down. A number of factors will influence this, including rising remodeling costs, the labor crisis and the types of projects in demand.
This makes marketing consistently incredibly important in 2019 – to share your expertise and your stories, connect with people and, ultimately, create valuable reasons why you should be the remodeling firm hired for their next project.
Ways to Make Marketing Consistently Easier
I know marketing consistently isn’t easy. Life happens, and clients and projects need your attention. But if you do not take consistent action in marketing your business, you’ll quickly find yourself on a hamster wheel. And then what happens? Leads get old and dry up. At best, you become stagnant. At worst … well, we don’t even want to think about 2008-2009 again, right?
Here are a few tips to help you make marketing on a consistent basis easier.
1. Dedicated Block of Time.
The best way to market consistently is to dedicate time each week for this task – and make it non-negotiable. That way, it doesn’t get pushed aside and ignored (so that you find yourself on the hamster wheel once more).
My block time is Monday morning. This is when I let all the client demands and projects on my desk sit for a few hours, so I can spend time working ON marketing efforts for my business: writing content, shooting videos, scheduling social media posts, mapping out my content calendar, revising my website, etc. Admittedly, I will never get everything completed during this time, but it is still a chunk of time that allows me to move my ideas and marketing efforts forward.
2. Inventory Content & Re-share.
You probably have years of content already created. Make sure you inventory it – noting if the content is still relevant (i.e., “evergreen content”) or not. This is the content you can RESHARE on social media or in your email newsletter, which is particularly useful when you are pressed for time.
Here are a few places to help you begin taking inventory of your content:
- Your blog
- Your newsletters (email and print)
- Project stories on your website and/or photos
- Videos on YouTube, Vimeo, Facebook Live, etc.
- Social media channels
Here are two easy ways to reshare content:
1. Have content stuck in a newsletter (email or print)? Inventory it to see what can also be used on your blog and/or website. I bet you find some gems!
2. Over the course of a project (a few months), you share photos on Facebook or Instagram – usually done from your smartphone. While you usually include a 1- to 2-sentence description with each set of 3-5 photos you post, that’s about all you do with these photos.
Reshare idea: Once the project is complete, gather those images and write a project story to post on your website and email out to your subscriber list. Use some of the photos to enhance the story: the reason why your client wanted to have the project done in the first place, the challenges you encountered, how you overcame them and the finished results. This is excellent, evergreen content that should reside on your website and can be reshared for years!
List of Content Ideas.
The hardest part about marketing consistently is coming up with the ideas. If your marketing includes writing content for your blog and email newsletter or sketching out a video script, you can easily get stuck and waste a lot of time without ideas.
While you don’t always need to know exactly what you are going to write about, it is important to have a file of ideas to draw from. Use Evernote, a Google doc or an app to store all of your ideas as you come up with them. Ideas crop up at the most inconvenient times, but still take time to jot them down on a scratch pad to capture those ideas – and then add them to your electronic document later. Don’t tell yourself that you’ll remember it … because you won’t.
And don’t be afraid to go “old school” with your ideas. One marketing guru I follow uses Post-it Notes to write down all of his content ideas. While is a bit 20th century for many, it works for him. The point here is to pick a method that works for you – today.
Here are a few content ideas for your blog and email newsletter to get your rolling:
- Frequently Asked Questions: What are the questions your customers ask you all the time? I bet some of these would make great content for your blog, email newsletter and social media.
- How long does a kitchen remodel take?
- What are the factors that go into the price of a remodeling project?
- I saw the kitchen fixtures I want on Amazon. Can I just purchase them, and you install?
- What are the best lighting options for the master bathroom?
- What are allowances?
- What can you tell me about refacing cabinets?
- What does design/build mean?
- What are the different types of _____?
- Exterior materials
- Plants for the backyard
- Spotlight of the Month: Each month, pick something different to spotlight – a product, a subcontractor, a completed project, a smart home technology, a service you offer, etc.
Hopefully this motivates you to make marketing consistently a priority in 2019.
Need help developing your content plan? Email me and let’s talk about a "done with you plan." Together, we can create a roadmap for you to write great content for your newsletter, blog and more!