20 years ago. The second best time? Today
There’s an old saying: When is the best time to plant a tree? 20 years ago. When’s the second best time? Today. That saying applies to not just planting trees and taking care of the earth, it also applies perfectly to marketing. If you’re asking when to start a marketing campaign for your business, the answer is simple—20 months, weeks, or even days ago. But since we can’t rewind time, the second-best time is today. Marketing, unfortunately, rarely provides instant gratification. It’s about planting seeds that require time to grow and be nurtured into something that bears fruit. The sooner you start, the sooner you’ll see the results.
Marketing Is a Long Game
Launching a new marketing campaign today doesn’t guarantee you’ll see immediate results tomorrow or even this week or month. Marketing is an active investment in your business’s future. Whether it’s search engine optimization (SEO), networking, social media, or general outreach, every marketing effort builds on itself over time.
Consider SEO, for example. SEO can be a slow climb. Optimizing your website and building online visibility and credibility can take months to gain ranking traction. The businesses that are ranking at the top of Google searches today very likely started working on their website’s SEO months or years ago. So, if you want to rank at the top of your market tomorrow, the time to start is now.
Consistency Is Key
Panting one tree is great, but planting trees consistently is even better. The same is true for marketing. Marketing is not a one-time effort, but rather an ongoing campaign that should never end. Even when your marketing pays off and business is booming, you should keep marketing to maintain that strong momentum.
A common mistake that far too many businesses make is stopping, or even slowing down, their marketing efforts during busy periods or when sales coming in strong. Marketing isn’t just about solving immediate problems effecting the business, it’s about creating a safety buffer for future challenges and obstacles that arise. The marketing seeds you plant today will sustain your business tomorrow and into the future.
Build Relationships Before You Need Them
I am a huge fan and supporter of business networking. The referrals we get from all of that networking is a major component of or marketing strategy. For most businesses, networking is an area where starting early pays off significantly and for years to come. Those powerful relationships take time to grow and develop. Having coffee once with a key partnership won’t turn on the referral faucet. That takes time and continued effort. The networking connections you build and establish today may not result in referrals immediately, but with continual effort, you’ll build a network of trusted partners who can support your business, especially when you need it most.
The earlier you start networking, the sooner you’ll see those relationships flourish. Attend events, join local business organizations and chambers of commerce. Even simple acts like sending a follow-up email to someone you met last week. It all adds up and can lead to a reoccurring source of leads.
The Time to Start Is Now
Marketing is the lifeblood of most small businesses. It keeps the brand visible and your message relevant, resulting in an audience engaged. Waiting to start will only delay the results you’re hoping to see. Whether you’re just starting your business or looking to scale an existing business, remember to plant those trees now. Create a habit of marketing daily, weekly, and monthly—because the fruits of your labor will be worth it. Like a tree, the best time to plant a marketing campaign is 20 years ago, so go with the second best option, and start today.