You've reached an extraordinary milestone in your business journey - you're fully booked well into the future, and your client base is thriving. It's a position many business owners aspire to be in. Still, it poses a crucial question: Why bother with marketing activities like social media or email marketing when you already have a packed schedule?
In this blog post, I'll delve into the strategic importance of maintaining your brand presence even when demand is already high.
Brand visibility refers to how visible your brand is in the market. Strategically, ensuring your business remains top of mind for your customer and prospect is essential. Depending on your product and your industry, the buying cycle may vary. Brand visibility allows you to stay engaged with your audience so that you are the business they come to when they are ready to buy.
You may be booked now, but the audience you are reaching might not be ready to purchase for another six months, at which time you may be able to assist them.
When some business owners think of a marketing channel like social media, they think of it as advertising. Although social media allows you to advertise on platforms such as Facebook, TikTok or LinkedIn, social media and similar channels are as much for continuing a conversation with existing customers to encourage brand loyalty.
A well-recognised and liked brand can improve a customer's trust, which in turn helps turn customers into brand advocates - increasing return business sales and referral marketing.
Referral marketing is one of the most effective channels of leads in terms of conversion rate. By continuing to be top of mind with current or past customers, when someone asks them if they know someone that can help, they are more likely to refer to you. Prospects that have been referred are likely to work in with your time frame, as they trust you will do a good job.
Being active online also means that when someone does refer you via an online channel and someone visits your profile or website, you can communicate your key messaging effectively. If you aren't on the channel or don't keep it updated, it can harm your brand perception.
Preparing for the Future
Just because you are busy now doesn't mean you always will be. You may have a heavy reliance on a particular partner and they might choose to exit the business, impacting your revenue stream. Alternatively, market conditions may change and there might be less demand for your service or product. The businesses that remained top of mind will come out on top in those situations.
While it might seem like a waste of time and energy to continue investing in brand awareness channels while you are fully booked, it's essential that you remember that it's not about the now; it's about the future.
It's about positioning your brand, nurturing loyalty, and preparing for future opportunities. As the macro environment changes, being consistently visible and engaged will pay off in the long run.