#83 Maximising Slow Months: Build Your Marketing Pipeline for Business Growth

As all of us self-employed people know, there are seasons in entrepreneurship. Some months go brilliantly, while others are less fruitful. Half the game is getting used to this inconsistency, but the other half is about building your pipeline to make these fluctuations less frequent.

In this article, we explore how you can use slow business months to your advantage when it comes to marketing and gaining clients. The aim is to shift your mindset from merely surviving the slow months to actively using that time to set yourself up for growth.

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Audit Your Marketing Funnel

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The first thing to focus on during a slow month is to audit your marketing funnel. You might be thinking, "I don't know if I have a marketing funnel?!" But, you might be surprised how much you've already got to work with. Let's break it down:

1. Assess What's Working

Think about what's worked in the past. Where might there be leaks or bottlenecks?

2. Lead Generation Strategies

Are you spending at least two hours a day on sales-generating activities? Consider quick, easy things you could sell that people actively want.

3. Evaluate Your Online Presence

Look at your website, lead magnet, or social media channels with a fresh, objective eye. Step into the shoes of your ideal client. Would you follow you? Would you buy from you?

4. Study Successful Competitors

Find someone doing well in your niche and analyse their strategies. Notice patterns in their content and approach.

5. Nurture and Convert Prospects

How are you moving people from being your social media followers to being potential clients? Consider adding steps like live sessions, webinars, or local events.

6. Client Onboarding and Retention

Have you kept in touch with your previous clients to see how they're getting on, and asked them if they need more help or if they have any? referrals they could pass on to you?

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Ramp Up Your Content Creation

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Use slow business months to double down on your content creation efforts:

1. Improve a Specific Skill

Focus on enhancing a particular aspect of your marketing, like copywriting or social media strategy.

2. Increase Posting Frequency

If you're posting once a week on LinkedIn, aim for daily posts during slow periods.

3. Engage with Others

Support and engage with others in your industry. Comment on posts, contribute to discussions, and build relationships.

4. Long-term Marketing Projects

Start that podcast you've been planning, contribute to magazines, or create video tutorials.

5. Position Yourself as an Authority

Ensure your content educates, inspires, and positions you as a trusted expert in your niche.

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Remember, the key is to create content that adds value and showcases your expertise.

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Boost Your Networking and Outreach

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Networking and outreach are crucial during slow periods. Here's how to maximise these efforts:

Strategy - Action Steps:

Review Contacts?- Download your LinkedIn or Facebook contacts and review them

Reconnect?- Reach out to old connections with thoughtful messages

Build Referral Partnerships?- Connect with complementary businesses for mutual referrals

Email Marketing?- If you have an email list, ramp up your engagement

Industry Connections?- Connect with others in your industry for collaboration and support

Add Value?- Think about how you can help others without expecting immediate returns

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Embrace the Slow Season

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Finally, remember that slow seasons are a natural part of business. Use slow business months to:

1. Reflect on your business goals and strategies

2. Plan for the future

3. Work on personal development

4. Recharge and avoid burnout

As I recently experienced, sometimes when you plan for a slow month, you might be surprised by unexpected growth. In August, despite planning to use it as a slower month, I signed more clients than ever before in my business.

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Conclusion

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Slow business months don't have to be a cause for panic. By using these strategies to audit your marketing, create valuable content, and build strong relationships, you can turn these periods into opportunities for growth.

Remember, we aren't meant to be go, go, go all the time. If you're experiencing a slow season, think about how you can really pay into that value bank. It will pay you back in dividends in the future.

So, the next time you find yourself in a slower period, embrace it. Use these strategies to build your marketing pipeline, and set yourself up for future success. Your business will thank you for it.

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Prefer Audio?

You can also listen to all my new content on my podcast?Women in the Coaching Arena

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How I can help you grow your coaching business:

I'm running a free workshop this Wednesday 11 September from 10-11.15am (BST). ?? Click on the link below to find out more and sign up:

It's called Signature Solution Secrets:?Creating Coaching Programmes that Sell: Updated Strategies for 2024 and Beyond ???

Whenever you’re ready, here’s other ways I can help you:

1. Love coaching, but struggling to get clients? Download the 12 Quick and Easy Ways to Get Clients now.
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