7 steps to bigger marketing muscle in 2010

7 steps to bigger marketing muscle in 2010

I  tell my clients that marketing is a lot like working out – you have to be consistent or you won’t see results. No one expects to see muscles popping out all over after one visit to the gym. For the same reaons you can’t expect immediate, lasting results from one promotional campaign. As you look toward 2010 and what will surely be a better year for all of us, it might help to build a marketing practice that looks a bit more like a workout schedule. Here are few ways to do just that.


  1. Decide on your goal measurements. This could be different depending on your business – maybe it’s orders, website traffic, inbound requests, proposals…or a combination of anything that’s proven to add up to more sales for you. This year, I’ll be working toward a goal of writing a certain number of proposals a month.
  2. Determine your marketing workout. Will you finally be getting into social media this year? Or do you need to increase your brand recognition locally? If you’re not sure, maybe the first three months of the year will include trying several different things to see what drives the best results. Often you have to find the right recipe for your business – it might take a little while. (Here’s an article on blending traditional media and social media if you’re looking for more specifics on this.)
  3. Think about your marketing and PR budget in terms of TIME rather than MONEY.  You might sit down every year and decide how much you’ll spend on ads or other promotions. But many of you end up spending that money unwisely because you haven’t planned your activities – or end up not spending it at all. Usually it’s the time that becomes a challenge, much more than the money.
  4. Schedule your workout time on your calendar. Frankly, marketing and public relations are often done last minute or when the situation is dire. Dedicate 2-3 hours a week for marketing tasks –  maybe that includes time working with an administrative person or consultant who will be the one to carry out the tasks. Consistently work on your promotion tactics, even if it’s 20 minutes a day spent on increasing your digital footprint through social media. The main thing is, make it consistent and turn it into a habit.
  5. Switch it up. Just as your muscles need to experience a new workout in order to be challenged, your marketing programs can also get stale. Don’t keep doing the same old thing just because it’s easier to re-up than to do research on what might work better.
  6. Spend an hour each month reviewing the results of your work. If you’re buying ads in a community paper, what was the result? If you’ve been blogging consistently, is your web traffic increasing? Once you’re done measuring your efforts create a list of improvements for the following month.
  7. If you’re still having trouble fitting it in, find a workout buddy. Another business owner with a similar customer demographic can be a huge boon to your business. You can tell each other what’s working and tweak your marketing programs accordingly.  When something isn’t working, another business owner can be a great second pair of eyes and ears.

And finally, be patient. Marketing and PR takes time to grow and it’s often the synergy between multiple campaigns that yields the best results.

For more ideas on building your marketing muscle, check out my favorite marketing blogs.

27 Comments
  • MD5 Cracker
    Posted at 03:20h, 14 December Reply

    An interesting slant!
    As with most things in business, it’s all about planning, implementing testing and refining. It’s too easy to jump in unplanned and you never really get anywhere.

  • 8207h32
    Posted at 06:14h, 15 December Reply

    Thanks for share the great simple step build marketing tips.. its help me a lot about how to tell what should my client do to build marketing.

    • waxmarketing
      Posted at 09:24h, 15 December Reply

      I’m glad they’re helpful! feel free to let me know any other topic suggestions or questions you’d like addressed in the blog. – B.

  • tv links
    Posted at 16:31h, 15 December Reply

    Thanks for writing this up, I’ve printed this out and put it up on my office wall.

  • christmas gifts
    Posted at 01:49h, 16 December Reply

    what a fitness exposer here! I am glad to see this kind of enthusiasm making the muscle shown in the picture!

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    Posted at 04:12h, 16 December Reply
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    Posted at 11:03h, 16 December Reply
  • C&G Beads
    Posted at 15:52h, 16 December Reply

    Would trying several things at the start of the year be the best use of time, if its all pretty new to you or if your time is limited is it best just to concentrate on one or 2 things and see if they work?

    • waxmarketing
      Posted at 11:08h, 17 December Reply

      Here’s a short answer – first of all if things are working for you, keep doing them as the foundation. If your time is really limited, find a site or competitor that is doing well and “do” what they’re doing to start…if your competitor is really big on social media do that, if they get mentioned a lot in the local paper, do that…but keep it down to maybe 2-3 things (I would never do just one). Then make sure you know what “success” looks like for that tactic and measure it in a month or two.

  • Pingback:Wax Blog » Blog Archive » Measuring your marketing results, the easy way
    Posted at 13:49h, 17 December Reply

    […] Wax Marketing « 7 steps to bigger marketing muscle in 2010 […]

  • Pingback:Twitter Weekly Updates for 2009-12-21 « RunBay.net
    Posted at 13:12h, 21 December Reply
  • Pest control Gold Coast
    Posted at 02:29h, 23 December Reply

    Time is more considered than money in marketing because money can be made but time doesn’t come again.

    • waxmarketing
      Posted at 06:36h, 23 December Reply

      Isn’t that the truth (as we know so well this time of year!)

  • borisV
    Posted at 10:20h, 23 December Reply

    The post is good – but the photo is impressive!!!

  • Body
    Posted at 04:04h, 27 December Reply

    Nice post, kudos!

  • Joe -leather laptop bags
    Posted at 11:08h, 29 December Reply

    Number 2 mentions social media. Very huge. My carpet cleaning business has benefited greatly. If it can help a small business like mine that it is something to take serious.

  • Kabalyero Kidd
    Posted at 05:45h, 05 January Reply

    I’m just a blogger and Twitter and Facebook has really helped my blog’s traffic. You can say that those two are my current muscles in marketing my blog.

  • San Diego DJ
    Posted at 03:00h, 06 January Reply

    Spend an hour each month reviewing the results of your work? I’m reviewing nightly!

  • Oliver
    Posted at 08:52h, 14 January Reply

    I totally agree to your article. The use of building muscles is a great metaphor for success of a marketing campaign. Consistency is the key.

  • Lou Yarrito
    Posted at 17:34h, 10 February Reply

    Great, Wonderful story. Seems like everything is false, specially from the major news corperations with the big slants to the left or right. Did you see last nights Red Eye? haha, that was hilarious! Sorry, I am rambling on once again. Have a Great 1!

  • Bobby - Plus Size Clothing
    Posted at 03:12h, 15 February Reply

    Point number 6 is probably my biggest failure. Taking specific measurements on a regular basis would probably save a lot of valuable (precious) time. All valid points though.

    • waxmarketing
      Posted at 17:46h, 15 February Reply

      It’s so much harder with all the options for advertising and marketing we have….a simple reminder to ask your customers how they found you (whether it’s an online or in person question) can be the best measurement of all!

  • Halley Copeland
    Posted at 05:34h, 17 February Reply

    Precisely clean post on the issue. I checked your respected site while researching google. I totally enjoyed the article.

  • Email Marketing Books
    Posted at 09:29h, 18 July Reply

    I’m always for “go head first” (ex. launching a site/blog), but of course, that’s not always applicable; we always need planning/research. However, in my case, this often leads to procrastination… and that’s when you need teammates 😉

    Thanks for the tips.

  • Carpet Flood Brisbane
    Posted at 00:09h, 25 August Reply

    Haha, the image of the body builder dude has to be fake!!!

  • Henlow Pest Control
    Posted at 00:00h, 20 October Reply

    You can’t believe the length of time ive been googling because of this. Through 6 pages of Aol results without finding anything. Just one search on Bing. There this is… Have to begin to use this more regularly

  • ?ark? Sözleri
    Posted at 16:59h, 22 May Reply

    was nice and clear article. As there is a little lacking. Thank you.

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