One of my clients has been experiencing a steady decline in new business over the last three years. Through our conversations, I have learned that marketing has not been a primary focus for them.  As a result, their pipeline has dried up and sales continue to drop every year.

Sometimes, as small business owners, we get so wrapped up in the day to day business, that we forget that marketing should never stop.  But how do you know which marketing efforts will give you the best bang for your buck? Find your marketing sweet spot.

I define the marketing sweet spot as the three consistent and effective activities you do on a regular basis to keep leads flowing in.  With so many ways to market, how do you choose?

Pick what you enjoy doing.

Your likelihood of being consistent increases significantly when you enjoy an activity.  For instance, I love to write.  As a result, posting to my blog is one marketing activity that makes up my marketing sweet spot.  Often, what you enjoy is what you are good at.  Another client of mine loves public speaking, so it’s natural this is a good referral source for her.

Pick what works.

Run some tests. Choose two or three different marketing activities, and do them for a period of 3-6 months.  At the end of the period, evaluate which activity produced the best results.  If running a referral program generated five new leads, but a monthly postcard mailing did nothing, focus your efforts on rewarding those who send you referrals.

Pick efficiency.

For small business owners, time and money are always big concerns.  Ask yourself what marketing activities take the least amount of time, and cost the least amount of money.  How can you reach the most prospects quickly without breaking the bank?  Entrepreneur lists 20 ways to market your business on a shoestring budget.  Of all these ideas, which one will enable you to quickly reach the greatest numbers in your target market?

Create your marketing sweet spot today.  Choose three marketing activities you can and will do consistently – something you enjoy, something that works, and something that is efficient.  Keep it going even when you’re busy.  Don’t ever stop marketing.  Your business growth depends on it.