Yesterday, I shared the first three in my list of 10 ways that marketing is like getting fit. I thought it was apt for January, when you’re no doubt looking at your business bottom line, and your waistline, to see if you can make some improvements. Perhaps you’ve even made a New Year’s Resolution or two.

Now, I’m not a big fan of resolutions. Maybe, I’m just not very good at them… but dwindling gym attendance in February testifies that I’m not the only one. So, if you’re serious about getting marketing fit, I’d encourage you to go for a lifestyle change (over 12 months), rather than an over eager January push that can’t be sustained.

Three more ways that marketing is like getting fit…

For the first three see: 10 ways that marketing is like getting fit

4. It’s even better if you integrate a little into everything you do

Going to the gym on a set day each week is great, just like it’s great to have a structured marketing activity plan with key things happening at certain frequencies, come what may. In fact, I’d say laying down this baseline of activity is critical to maintaining your core marketing fitness. But, it is so much better if marketing is a mindset rather than just a to-do list. In fitness terms, this is like ditching the car and cycling instead.

For your business, this means not relying solely on the ‘marketing department’ (or agency, or consultant) to do your marketing for you. It means building marketing into the fabric of your business. This could be as simple as reviewing log-in screens, credit control letters, invoices, etc. for tone and marketing opportunities. Or, it could be as extensive as getting every member of your team equipped and enthused to make marketing part of everyday activity. Imagine if everyone in your team did 20-minutes really effective marketing of your business, every day?!

5. Some people are absolute fanatics, but most do fine with smaller changes

Do you know any fitness freaks? I certainly do. Out running at dawn in all weathers. Spending piles of cash on fancy gym kit. And, hell, they look amazing! But, we don’t all need to be fitness fanatics to get into better shape. The same is true with marketing. There are some businesses whose leaders are just really into marketing. They really get it. These are the businesses that have amazing brands, industry-leading websites, and speaking gigs all over the shop.

Maybe that’s just not you. And, that’s ok. Don’t let their brilliance distract you from what works. The vast majority of small businesses do not want (or need) to win marketing awards, they simply need to win profitable customers. You don’t need ground-breaking creative concepts, or a vast team of whizz kids to get results. If you’re clear and structured about tweaking the Thirteen Touchpoint Leaks, you will see a difference. Just a 2% improvement against each can turn into a massive 127% uplift in sales.

6. There are lots of people out there promising quick fixes (that don’t really work!)

Ah, that fabled marketing magic formula. It doesn’t exist. Sorry. Everybody knows in their heart of hearts that long-term fitness takes a long-term commitment to diet and exercise. Well, guess what? Yep, the same is true for your business. Sure, people will promise instant results… but, like crazy diets, they’re not results that tend to last. And, quick wins are usually bad for your underlying health. Like hard sales techniques. The pushy salesperson will definitely get some customers on the books… but, will they stay customers, will they buy more from you, and what will the people he irritated along the way be saying about you now? I know it doesn’t make me popular… but, the truth is getting and staying marketing fit takes sustained effort. Yes, that is a euphemism for hard work. But, it’s worth it.

I’ll share three more comparisons with you in Part 3.

© Bryony Thomas – The Watertight Marketer