When you have your own business, it doesn’t do to market in short, intense bursts. For instance, as a freelance writer, you can’t wait until you run out of work to start trolling for new clients and publications. Likewise, a retail company that sells boat parts can’t wait until they suffer a slowdown in business before running an advertising campaign.

Marketing has to be a fairly consistent thing in order to work properly. That means that as a small business owner, you always set aside a portion of your resources (your time, a specific employee, etc.) for marketing. As long as you consistently market on a regular basis, you should maintain a pretty steady workflow.

The biggest reason why people don’t do this is because it takes time to market. If you are busy with client demands, it may make less sense to take time away from them and put it toward marketing. However, what will you do when the current clients pan out, and you have no more work coming in? Isn’t it worth avoiding slowdowns in your business to market regularly?

Whether marketing for you means searching the job boards, cold calling potential clients, maintaining a company blog, or running advertising compaigns, just make sure you stay on top of it and your company should never hurt for customers!

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