Payson Cooper

Payson & Co., LLC - Managing Member
New York, NY

    The Keys To Great Marketing - Part II - Your Marketing Calendar

    October 1, 2012

    In the last post (here) we talked about creating a marketing plan for your business. It’s a bit of a slippery fish, but it’s one of those things that once you have it in place it can take your business to a whole new level.

    The same thing is true for a marketing calendar.

    It’s funny to say, but one of the biggest things that shifted for me when I put a marketing calendar into place was having A LOT more time to spend doing things I enjoy OUTSIDE of building my business.

    Don’t get me wrong – I LOVE my business. If I didn’t, I’d go get a job – it’s a lot easier to let someone else pay you a regular paycheck than it is to handle all of the different things that come up on the journey as an entrepreneur. It has to be a passion or you’ll find you feel like you are fighting an uphill battle… on ice… in bare feet… in blinding snow… you get my point. :- )

    So, how did putting a marketing calendar into place create MORE time in my life for things other than my business?

    It gave me a framework within which to function. I knew what was coming down the pike, and I knew when I needed to take action to make sure that things were being done in a timely manner. That means a lot less ‘scrambling’ at the last minute, and a lot more effective use of my time.

    The other thing is when I learned about building a marketing calendar, the first thing I learned to do was to put in vacation time. Yup. You read that right. Task Numero Uno – time off.

    Look, chances are one of the reasons you decided to get into business as an entrepreneur because you wanted to have more time freedom – more time to spend with family, friends and loved ones, more time to pursue interests IN ADDITION to your business, right? 

    If that’s the case… if we don’t make it a priority, then how will we ever make it happen?

    I’m not saying you should start off by planning a week off a month (although that may be one of your goals – and it may even be feasible), but you can at least start off by putting in 2 weeks of vacation time somewhere in the next year, right?

    When I did it last year, I realized one of the things I really wanted was to spend a week at the beach with my whole family. That meant coordinating lots of schedules (we have teachers in the family, so their vacation time is fixed) and travel, as well as finding the right location. 

    Since it was there in the calendar in November of 2011, it was easy to pick a block of weeks, find out from people what their schedules would be and start looking for the right opportunity.

    And, because I put it in my marketing calendar, it got planned and it got done. We had an awesome week at the beach.

    A few of the other things that go into your marketing calendar?

    • Business travel and events
    • Regular communication with your community – which is most likely your list, your blog and possibly some social media and/or video communities like YouTube.
    • Start dates or any programs or product launches you will be doing.
    • Start and end dates for specific marketing strategies around those program/product launches.

    There are more items, but those are some of the key categories.

    You’ll be surprised as you start to build your marketing calendar how much easier and more smoothly things begin to flow in your business.

    Of course, that means you actually STICK to the calendar, but that’s another story… :- )

    In my next post, we’ll be talking about testing and tracking your marketing, so you know what’s working and what isn’t.

    Read Payson's other blog entries >

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