How To Avoid Getting Overwhelmed With Marketing As A Small Business Owner

NOTICE: I don’t think I’ve met a business owner yet who doesn’t feel overwhelmed by marketing. Me including.

I find all the work quite often, on top of my “real” job working with our clients and helping our team feel a bit too much. Like many business leaders, I have long tried to do our marketing on the overtime of evenings, weekends and lunch breaks, instead of seeing it as an essential part of our job.

I still haven’t mastered the art of never feeling overwhelmed, but I’ve found that there are several steps I take for myself and my clients that work well.

Determine if marketing is the problem

* Buy a business? Make sure you have access to everything
* Using FAQs to help you convert more customers
* Join the really cool world of Instagram marketing

Being a small business owner can mean you’re juggling a bunch of balls moving around as soon as they leave your hands.

Consistent marketing can make the sales process a lot easier, but it takes time, patience and commitment, says Rachel Klaver.

Maxim Ilyahov / Unsplash

Consistent marketing can make the sales process a lot easier, but it takes time, patience and commitment, says Rachel Klaver.

We have worked with business owners who are trying to run a business while facing huge personal or family issues.

There were issues with staffing, managing rapid growth, or just trying to make sure you had enough to cover your rent for the month.

Sometimes the owner is on the verge of burnout and everything suffers

While I’m still a marketing cheerleader, sometimes there are bigger factors at play.

My recommendation is to take a step back – and recognize that you are making a conscious decision to do so – from all the marketing you might be doing and give yourself a timeline for getting back to it.

Accept it’s for the long game

Consistent marketing over a long period of time can make your sales process much easier. Once it starts to work, the results are effortless. But that feeling comes from a lot of time, patience, and sticking to your plan.

We normally say that it takes at least six weeks before you see the results of a new marketing activity. It may seem like an age where you take the time to step away from quick fixes like jumping on a stack of cold calls or showing up in a market.

When you focus on urgent tasks, marketing will struggle to give you the results you need.

Save time in your agenda

If it’s not in your journal, it will happen after working hours – if it happens at all.

In terms of time, I normally say four hours a week is roughly fine for your marketing as a solopreneur. When you start out it can be a lot more, but you can get a lot done in four hours a week. A block of time can help you create content in batches and help you work ahead.

If you have a larger team, I normally calculate it as four hours per full-time employee. It is not a perfect science, but it helps you determine the capacity. I haven’t included time to respond to social media posts which can be time consuming every day as well.

We give our clients a spreadsheet to help them organize their social media content. You can take a look at this, and download our free daily planning sheet here.

Rachel Klaver is a Marketing Strategist specializing in Lead Generation and Content Marketing who leads Identifier Marketing.


Rachel Klaver is a Marketing Strategist specializing in Lead Generation and Content Marketing who leads Identifier Marketing.

Keep it durable

I love the new challenge of jumping into the activity. But to continue, that’s another story!

It’s best to start at a pace you can keep up with and engage in a small amount of marketing, and then once it starts to feel automatic and easy, add something else.

I often say “better to be consistently average than sporadically brilliant”

Your business will benefit from your marketing being broadcast over a period of time, helping people remember you.

Quite often I work with business owners who email their list three or four times a month, forget to come back for eight months, send a few more emails, and then forget again.

If you learn a new skill, break it down into simple steps to create a habit. For example, if you want to use Linkedin, set up your profile and then use two to three weeks to just practice logging into the app every day and connecting with others. Read some messages, then sign out.

Then for the next few weeks, start commenting on other people’s posts, then when you feel comfortable, start posting once, then twice, and up to as many times as you get used to.

It’s about keeping it manageable and seeing it grow over time.

Avoid shiny object syndrome

I’m a sucker for shiny items in marketing. I learned to take a quick look at it and ask myself:

“Is this something in addition to my current plan? “

“Is this something my clients will use?” “

“Is this something I need right now?” “

I was incredibly drawn to Clubhouse when it came out earlier this year.

But using it properly would have meant sucking up time that was better used elsewhere. My clients don’t use it and weren’t interested in it. To top it off, I realized it was my ego that wanted to be a part of it, more than my need to serve my business. So I walked away.

Did I miss? Perhaps. But it didn’t pass the fit test, so I passed it.

Stop looking at your competition

I often remind my clients that you can’t expect them to have the same levels of performance as I do when doing their own marketing. I have been a content writer for over 20 years. I work as a marketer, so I’m still in that space, and I have other people on my team who help with marketing design, writing, and administration.

You don’t know what help other people get to help all of their marketing happen. They may have more time because they are less busy than you, or because they choose to sacrifice sleep.

Focus on what you are doing and stop looking over your shoulder.

Restrict your sources of information

I am very careful to check out who I am and read online. I am constantly learning and developing my knowledge and skills, and am other marketers and writers. I make sure they have values ​​similar to mine and check that I am people who are recognized leaders in their field.

Often the content I read is American and needs to be tailored to our specific Kiwi needs, and I’ll be spending time checking the facts or going straight to the source. I have to do this because I often advise our clients for updates. It is part of my “own work”

However, it is important that you get some advice and help as well.

One of the ways we can get overwhelmed is by collecting too much conflicting information and not having the time to determine what is best for your business.

It’s common to see people asking questions like “What is a great CRM?” “Or” How do I advertise my business? Online, and watch people rush to respond with something that worked for them, but might not be right for the business owner who asked.

If you are going to be using Facebook groups for help and support, take the time to write a detailed breakdown of your business type, where your business is going, and what results you need before you get. some answers. It’s also a good idea to ask people why they recommend it.

Pick someone with whom you identify and understand. There are marketers who I find easy to relate to, and others who make me anxious. Guess which i am and which i am subscribed to?

I asked our Facebook group members what advice they would give to someone who was feeling overwhelmed by information overload. Heather Carrigan, owner of Flax Floristry School, suggested choosing only one or two people to learn from at a time. You don’t need to stay with them all the time, but find someone you trust and commit to listening to them for a month and applying their information.

Prepare to outsource

Getting additional help makes it easier. We recommend that you set aside some money for help for three months before hiring anyone, and start with a virtual marketing assistant to help you with the administrative aspect of marketing, such as marketing. publication of content.

As you grow, you can use team members and outside help to keep everything going, until you have an in-house marketing manager whose job it is to focus solely on marketing.

Rachel Klaver is a marketing strategist specializing in lead generation and content marketing. She owns Identify Marketing, which works with businesses to create the strategy they need to better tell their story to the right people. Tune in to her weekly MAP IT Marketing podcast – created to help small business owners learn about marketing.

Identify Marketing is a content partner with Stuff for specialist small business information. Find Rachel’s events here.

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