Your business is doing okay, but you know it could be doing better. You just need more customers, which means you need to get the word out.

So you decide to put together a marketing campaign. It’s an added cost, but if it works that will be more than offset by the revenue you bring in.

Things start slow, because marketing almost always takes time to build, but after a few months you are definitely noticing a difference. Not only are more people reaching out – you’re converting more of them. The message is resonating. You’ve made back your marketing costs and then some. Your plan worked.

Mission accomplished, you decide to save money by pausing your marketing. After all, you can always just turn it on again when you need it, right?

Here’s why this is a really bad idea:

Momentum Matters

Did you catch that line above where we said that marketing almost always takes time to build? That the fictional business above started to notice results after a few months?

Most of the time, marketing doesn’t produce instant results. It takes time to build brand recognition, trust, and a steady flow of leads. Time to build momentum.

Think about the brands you trust and recognize instantly. They didn’t achieve that level of familiarity by running a few ads here and there. They stayed in front of their audience consistently and often through multiple channels – social media, email marketing, content marketing, and advertising. Every interaction builds trust and recognition.

If you stop marketing during busy periods, you lose momentum. Your audience will forget about you when they’re ready to buy. Then, when things slow down and you need customers, you have to start from scratch again.

Instead of turning marketing on and off, a steady, ongoing effort ensures that your brand remains visible and top-of-mind for potential customers.

Marketing Is a Relationship-Builder

Consumers don’t always buy immediately. They research, compare options, and engage with brands over time before making a decision. By marketing consistently, you stay engaged with your audience so that when they’re ready to buy, your business is the obvious choice.

Sporadic marketing doesn’t allow you to nurture these relationships, which can result in potential customers turning to competitors who have been consistently visible.

You Risk Falling Behind

Consumer behavior, industry trends, and competitor strategies are always evolving. If you stop marketing for months at a time, you risk falling behind.

A consistent marketing strategy allows you to stay on top of trends, adapt to new customer needs, and remain competitive.

Disappearing Can Harm Your Reputation

When businesses go quiet, people notice. If a customer visits your social media page and sees you haven’t posted in months, they may wonder if you’re still in business. If you only send emails when you have a promotion, your audience may tune you out.

In contrast, businesses that communicate regularly with their audience build credibility and trust, making them the preferred choice when customers are ready to make a purchase.

Make Marketing a Habit, Not a Last-Minute Fix

Many business owners treat marketing like a light switch – something they can turn on when they need customers and off when they feel too busy or think they’ve “done enough.” But marketing is not an on-off switch; it’s a continuous process that requires consistent effort to be effective.

Instead of viewing marketing as something to “turn on” when business is slow, integrate it into your daily operations. Develop a strategy that keeps your brand visible year-round, ensuring that you always have a steady flow of leads and opportunities.

Want to create a marketing plan that keeps your business growing consistently? Let’s talk.