Week 24

Go with the Marketing Flow

Marketing effectiveness ebbs and flows with the seasons, and your marketing activities should match the natural rhythms. Here are the times when you should accelerate your marketing and when you should let your foot off the gas:

• Winter through early spring (January–May): This is a prime marketing window. Take advantage of it by focusing on serious educational topics for your events and content, and include strong calls to action to schedule an appointment.

• Summer school break (June–August): This is a less effective time for marketing, so keep your activities light, such as social events and fun content topics. Spend your extra time planning for the marketing you will do in the fall.

• Early fall (September–mid-November): This is another prime marketing period. Take advantage of this short window to do as many campaigns as you can before the holidays.

• The holidays (mid-November–New Year’s): This is probably the least effective period to market your business. Focus on relationship activities, such as sending cards, gifts, and invitations to social events. This is the perfect time to strategize next year’s marketing plan.