We can be so guilty of this. When it comes to starting any big project, committing to change, or beginning something new, we push it off for a date that "feels" right. It's never "right now" but rather "the first of the month," "the first of the year," or "on Monday." Call it OCD or just simple procrastination, but whether it's launching a new aspect of our own business business or starting a new diet, there's always a better day to do it than today.
This time of year, it's something we run into constantly with small business owners. With the mad dash to finalize current projects, boost Q4 sales or simply "make it" through the holiday season, often times new marketing campaigns get pushed to the back burner. We often have clients ask us to get back to them in the New Year when some more time opens up.
Here's the rub with that decision. Launching a new marketing plan takes time to ramp up (you're looking at a minimum of 1-3 months depending on how involved it is). It takes time to create social profiles (if you don't have them already), edit current profiles (if you already do), begin creating and populating content, beginning SEO growth strategies, split testing different messaging, and curating images and videos. By waiting until January to start the discussion, you've already put yourself at a disadvantage. Now most of your marketing initiatives won't even be going live to market until well into 2nd Quarter.
On top of that, you may be like us. You might push EVERYTHING off until that all important starting date! Not only are you now supposed to tackle your marketing strategy on Jan 1, but you may also be putting off an overhaul of your Quickbooks, employee policies, store/office redesign or a new product launch. I don't know about you but that seems like an awful lot to handle all at one time. And often times, when you've stacked too much on your plate, what's the first thing to be pushed aside until later? Your marketing! Something so essential to selling your products or services and selling your business continually gets pushed to the backburner and before you know it, another year has gone by without a solid plan.
So here's our advice. Put aside at least 1 hour a week in Q4 to focus on your 2017 marketing strategy. Plan out your blog calendar for the year, gather some social media content ideas, and set up those new social, email or software accounts you've always wanted to jump into. Your 2017 self with thank you when you go through that list of To Do's at the beginning of the year and this has already been checked off.