Do you feel “time poor” — like you’re never able to find enough hours in the day to get it all done? This is a challenge no matter what industry you’re in or the size of your business, but small businesses have it especially tough. They’re often stretched thin and employees tend to take on multiple tasks outside of their core job functions, sometimes out of necessity. Unfortunately, that can mean business owners who try to handle their own marketing in-house can devote little to no attention or resources to their marketing strategy.

The Hard Truth

Small businesses or start-ups might be able to get away with handling their own marketing at first, but it won’t take long before the need for outside help becomes crucial. As clients increase, your responsibilities grow, and you have even less time to take on additional tasks. When you don’t have adequate time, all aspects of marketing can suffer.

Explore four areas of marketing that deserve your time and attention.

4 Big Things That Suffer When There’s Not Enough Time for Marketing

1. Strategy

Your marketing strategy is the foundation for every decision you make. You need an annual marketing plan, supported by data, and focused on meeting your business goals.

To start developing your marketing strategy, or to provide a check-in to make sure your strategy is working, think about the following questions:

1. Do you have a clear definition of your target persona or ideal customer?
2. Do you have an annual marketing plan?
3. Are your marketing campaigns mapped out before they’re launched, or are they thrown together at the last minute?
4. Does every ad or campaign tie back to a core business goal?

What do your answers to these questions reveal about the state of your marketing strategy? Take time to carefully establish an annual strategy (or get it back on track) before making your next marketing decision.

2. Creative

Creative execution matters. It’s what helps your brand cut through the clutter, communicate and crystallize your position, and demonstrate that you’re a professional organization. “Creative” is what makes a digital ad click-worthy, a radio spot memorable, and jingle get stuck in your head. Therefore, the creative aspect of your marketing efforts is a critical area that should have your focus and attention.

To assess your creative efforts, consider these four questions:

1. Is your branding on point and aligned with your company vision?
2. Do you have the creative resources to come up with a “big idea” to resonate with customers and stand out from the competition?
3. Do your digital and print materials look sleek and professionally designed?
4. Are you providing ad content that entices your prospects?

3. Consistency

Smart business owners know the importance of frequency in advertising. With the number of messages and brands that consumers are exposed to on a daily basis, you can’t expect them to know who you are or have your name top of mind if they don’t hear from you. You want to dominate mental real estate and demonstrate the stability of your business through a consistent presence.

The approach we recommend is a 21 52 advertising plan. This builds your brand by running radio ads consistently, 21 times per week for the 52 weeks of the year. Doing so establishes trust and creates familiarity with your prospects.

Do you have consistency down? Ask yourself:

1. Do your company’s marketing efforts (print, digital, radio, etc.) feel cohesive?
2. Do you advertise throughout the year?
3. Are you consistently advertising, or doing so in stops and starts?

4. Your Results

Ultimately, it all comes down to the return on your investment. Are you getting the most out of your marketing efforts? When you have little time or resources to spare, it’s crucial that you maximize your marketing ROI, and achieve the goals you’ve set for your business.

Consider these questions to help you assess your ROI:

1. Do you track ROI and KPIs consistently, across campaigns?
2. Do you have a clear picture of initiative or campaign completion and success rates?
3. Is there accountability for missed marketing goals?

When you’re short on time, it’s vital that you make the most of every ounce of effort your company puts into your marketing strategy. One option to consider is outsourcing your marketing efforts to a team of professionals. This allows you to focus on what you do best — serving your clients, improving your product or service, and growing your business!