Field Guides / Marketing
The swings aren't bad luck. They're the shape of your marketing.
Most owners market hard when work is slow, get busy, stop, and then wonder why the pipeline is empty three months later. If you only do outreach for three months of the year, you get a peak of interest and then it drops off.
The pattern is the same in almost every video business we see. A quiet quarter, a burst of LinkedIn posts and coffee meetings, the work lands, the owner disappears into delivery, and marketing stops because there's no time to think about it. Then the cycle repeats. Even owners coming off their best year carry a constant low fear that next month won't look like the last twelve.
First, any business under a million dollars a year is a marketing business, whatever it thinks it is. Second, you can control the message and you can control the audience, but the timing is up to them. Someone you spoke to three years ago can buy tomorrow because the timing is finally right. That only happens if you're still showing up.
It works like surfing. If you go out every day, there's a good chance you'll catch at least one wave in a week. If you stand on the shore deciding it doesn't look worth it today, you catch nothing and learn nothing.
Market every week, never only when you're quiet. Put enough offers in front of the right people, because it takes a lot of offers to get one yes. And don't start with ads: get an offer working organically first, then use ads to amplify it.
Which of these have you taken on or put in place recently?
What's the one thing you can commit to implementing this week? If you're not sure, start here.
Pick one fixed slot in your diary each week that belongs to marketing, and keep it whether you're quiet or flat out. This week, use it to put your offer in front of the people who should be hearing from you.
One thing executed every week creates 50 strategic moves a year.
Questions like these come up regularly on our weekly Elite Boardroom calls. If you'd like someone to hold you to account each week, and to learn from a group of peers who run video businesses too, the Boardroom is for you.