The Secret to Consistent Cash Flow: Marketing Essentials

Marketing basics for consistent cash flow are among my most requested speaking topics.

Every entrepreneur wants consistent cash flow, and the more, the better, right? The problem is that there are too many choices these days regarding marketing types and how to promote yourself.

And then, of course, you’ve got people online saying, “You must do this, or you won’t succeed; you must do that, or you won’t make any money; you’re not really in business if you’re not doing blank.”

And I say, don’t listen to everybody out there; pick what you like to do and keep it simple. One of the things I’m talking about is how you need to PICK A LANE!

The two lanes that I see in marketing these days are:

1. Networking and Speaking. If you like to network and/or find clients from networking events and/or when you give short or long speaking presentations, then that’s one lane. By the way, it doesn’t matter if you’re an introvert or an extrovert to do this lane and be really good at it. You just have to have a passion for it and know how to maximize and monetize these areas fully (which includes follow-up!)

2. Social media and online marketing. Social primarily, along with other online activities, like running a Facebook group, an online challenge, and or Facebook ads, etc. This Lane is for people who don’t necessarily want to spend their time on Zoom calls or in-person networking and speaking events. However, those who prefer this lane might give tips or speak on one-way videos to their social followers. But primarily, these folks will want to be online – computer, tablet, or phone, to grow and scale their business. Let’s be clear, though: with THIS lane, your website must be very professional, engaging, freshly designed, and efficient for capturing leads.

Which lane do you prefer?

I prefer the first one and spend about 90% of my time in that lane, also doing follow-up and nurturing with those I meet, like with YOU via email, phone, and direct mail. I love this lane!

I want to give you an idea of how much time I spend and where. I was on LinkedIn and Facebook today a total of 15 min, posted something on each. I haven’t gone back yet to see if anyone has commented, but that’s usually what I do towards the end of the day or the next morning. I also check my DMs and groups for new people and comments or questions. Then I spent 4 hours on 3 different networking events today. I found some good prospects, booked 4 calls and a podcast appearance, and got 3 new members in my Int’l Speaker Network. It was a very productive day, I think.

I’m not suggesting that you have to do only one or the other lane, and that’s it. However, I recommend simplifying your expectations of what you need to do. And spend 80-90% of your marketing time there for the lane you like the most, with 10-20% of your time in the other lane. That’s what I might suggest so you can stop pulling your hair out and doing things you dislike.

Oh, and the question I don’t get but should get more often is, “How much time do I need to spend on ‘marketing’ each week?” WELL… now it depends on many factors, like how much you want to make, your average price point for a client, and what other things you have on your plate, including other clients. Let’s chat about that, and I will lay it out for you!

There’s just way too much to do these days to put the expectation on yourself that you have to do IT ALL 100%; that’s ridiculous.

And if you don’t like going live inside a Facebook group and constantly promoting to get new members into your group, hanging out there two hours a day for the primary source of your marketing, then by God, don’t do that! However, if that sounds super fun to you and the other speaking and networking stuff sounds like a drag, then do it! But do “IT” well, whatever you do.

Way too many entrepreneurs are spinning their wheels, spending 10 or more hours a day trying to do everything everyone suggests you should do to promote yourself and grow your business. You don’t have to do that, and it doesn’t have to be that hard. Do what you love, and your energy will reflect that, and you’ll attract more amazing ideal clients!

I love helping clients focus on the two or three things they like to do and then showing them how to automate, delegate, or systematize the other thing so they’re still positioning themselves in the right way in both lanes to a certain respect. Please don’t ignore it, but learn to be present enough to look like your expert!

One of the biggest things about being more consistent in your marketing and reaching a consistent cash flow status higher than you’ve ever seen before is ensuring that you set up your systems and website as the hub of your business.

You can’t ignore this piece, no matter which lane you choose. If you’re not seeing enough cash flow, you’re not talking to enough people, and/or you need to hone your sales skills.

Marketing and sales are the lifeblood of any business, and you want to constantly be honing your skills and figuring out how to focus better, being more concise, clear, and inviting so that more people want to work with you or buy from you.

Hoping that after exposing my secrets, you will be able to achieve a consistent cash flow, too!