Last year we were talking to a prospect that was very interested in our services, and loved the plan we put together, but kept getting caught up on one point:
During the time of year when he was cash-flush, he was already plenty busy and didn’t need help finding more work (nor did he have the capacity for more work).
And during the time of year when he needed more work, he was nervous about spending the money.
This is an interesting conundrum, and here’s what we tried to get across: It’s a mistake to stop communicating when you’re doing well. In fact, that’s the best time to do it, because it’s when you’re in the best position to lead with your strength. When you’re busy, you have great case studies to share, interesting innovations to tout, and lots of positive energy to pour into content that tells your story.
Telling the story of your success when you’re on top of the world is the very thing that will whet people’s appetite for your products and services during that time of the year when you think you might be down.
We often say, and believe with all our hearts, that content marketing should generate leads and referrals. It should. That’s part of the process known as networking, and networking is often a slow-burn in the process of generating new business.
Telling people about your company at a time when you’re not looking for more business isn’t a bad thing at all. It keeps your network informed, keeps your reputation positive and builds up good will you can cash in when you need it.
It puts you in the driver’s seat with respect to when and how much you want to take on new clients.
When you only communicate during down times, and then stop communicating when things get better, the result will be a fractured message that doesn’t keep and hold the audience’s attention, and never quite shows you at your best.
Also: If you communicate when you’re doing well, there’s a much better chance those times when you’re not doing well never come.